Issue #3 (Volume 22 2026)

Type of the article: Research Article

Abstract
Artificial intelligence-based chatbots are increasingly used on e-commerce platforms to improve customer interactions and service efficiency, yet their effectiveness in influencing consumer purchase intentions in emerging markets remains insuffi-ciently understood. This study aims to examine how interaction, entertainment, perceived enjoyment, service quality, per-ceived ease of use, trendiness, communication competence, and credibility influence purchase intention, mediated by cus-tomer satisfaction, in the context of Tokopedia’s AI chatbot in Indonesia. The study employed a quantitative approach using a structured online survey of 240 Tokopedia users in Yogyakarta and Central Java conducted between March and July 2024, and the collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indi-cate that communication competence (β = 0.287, p < 0.001), credibility (β = 0.254, p < 0.001), and trendiness (β = 0.231, p < 0.01) are the strongest predictors of customer satisfaction and indirectly influence purchase intention. Service quality (β = 0.214, p < 0.001) and perceived ease of use (β = 0.198, p < 0.01) also significantly contribute to satisfaction, while entertainment (β = 0.176, p < 0.05) and perceived enjoyment (β = 0.169, p < 0.05) enhance the experiential aspect of chatbot interaction. Satisfaction demonstrates a strong positive effect on purchase intention (β = 0.412, p < 0.001), confirming its mediating role in translating chatbot service attributes into behavioral outcomes. These findings suggest that effective AI chatbot design should integrate functional service quality with relational and experiential communication capabilities to strengthen consumer engagement and purchasing behavior on e-commerce platforms.

Acknowledgment
The authors gratefully acknowledge the financial support provided by the Ministry of Higher Education, Science, and Tech-nology (KEMENDIKTISAINTEK) of the Republic of Indonesia through the regular fundamental research grant scheme (PFR). This research was funded under the contract number 126/C3/DT.05.00/PL/2025; 0498.02/LL5-INT/AL.04/2025; 012/DPPM.LLDIKTI/PFR/UST/LP2M/K/VI/2025. The findings and opinions expressed in this article are solely the responsibility of the authors and do not necessarily reflect the views of the funding institution.

Type of the article: Research Article

Abstract
Smart wrist wearables (SWWs) represent the leading segment in the multi-billion-dollar global fitness tracker industry. Despite the robust and thriving global market, South Africa remains far behind in adoption, penetration rate and market value. As such, this study aims to predict SWW adoption intention among South African youth by examining the influence of perceived usefulness, perceived ease of use, information availability, social image, brand name, perceived performance risk, perceived cost, and attitude. The study surveyed 312 South African Parkrun attendees aged 18-34 using a self-administered questionnaire. The youth market was specifically targeted as they represent the primary users of wearable technology and because of their high digital engagement. SPSS and AMOS v. 27 were used for model validation and hypothesis testing through confirmatory factor analysis and path analysis, respectively. The results show that device ease of use boosts perceived usefulness (β = 0.82, p < 0.01), consequently influencing attitudes (β = 0.78, p < 0.01) and adoption intentions. Information availability (β = 0.20, p < 0.01) significantly influences adoption intentions, where perceived performance risk (β = 0.22, p < 0.01) echoes this finding for attitude. Social image (β = –0.11, p < 0.05) and perceived cost (β = –0.47, p < 0.01) had a significant, adverse effect on respondents’ attitude towards SWWs. Notably, brand name (β = –0.01, p > 0.01) plays no notable role in attitude formation and ultimate adoption intentions. These findings offer actionable insights for SWW brands seeking to develop targeted, competitive strategies.

Type of the article: Research Article

Abstract
Given the paramount importance of brand love (BL) in the contemporary marketplace, this study analyzes the influence of online convenience (OC) on brand love among apparel customers. It further investigates the mediating role of impulsive buying behavior (IBB) in the relationship between OC and BL by considering its contextual relevance. OC is conceptualized as multi-dimensional construct comprising seven distinct facets: access convenience (AC), search convenience (SC), evaluation convenience (EC), transaction convenience (TC), relationship convenience (RC), possession convenience (PC), and post-possession convenience (PPC). This framework positions OC as a critical factor influencing customers’ psychology. Primary data were collected through an online survey administered to 410 Nike apparel customers in Bangalore, India. The proposed research model was analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS. The results reveal that evaluation, transaction, possession, and post-possession convenience have significant positive influences on BL. The study also demonstrates that IBB plays a statistically significant mediating role in the relationship between most dimensions of OC and BL, except for possession and post-possession convenience. The research highlights the necessity of offering better OC to customers to boost BL. Furthermore, this research emphasizes that firms can utilize the potential of the IBB concept as a competitive strategy to accelerate the evolution of BL.

Type of the article: Research Article

Abstract
TikTok has become an influential social commerce platform where marketing communication, user interaction, and purchasing activities increasingly intersect. Despite growing attention to TikTok marketing, existing studies have predominantly examined individual communication tools, offering limited understanding of how different communication activities collectively shape consumer responses.
This study examines the relationships between TikTok-based marketing communication activities, brand trust, and purchase decision among Generation Z consumers in Ho Chi Minh City, Vietnam. Data were collected from 290 TikTok users and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
The results reveal that brand trust exerts a strong positive effect on purchase decision (β = 0.745, p < 0.001). Among the examined communication dimensions, public relations (β = 0.384, p < 0.001), event-related activities (β = 0.158, p = 0.016), and influencer communication (β = 0.145, p = 0.038) significantly enhance brand trust. In contrast, advertising, creative content, and livestreaming do not exhibit statistically significant direct effects on brand trust. Additional mediation analysis indicates that brand trust significantly mediates the effects of event marketing, influencer communication, and public relations on purchase decision.
The findings suggest that communication effectiveness on TikTok depends less on promotional exposure alone and more on consumers’ perceptions of credibility, interaction quality, and relational trust. The study contributes to a better understanding of consumer behavior in short-video social commerce environments and offers practical implications for firms targeting Generation Z consumers.