Article: The role of AI-powered chatbots on improving customer experience in e-commerce: a case study of pharmaceutical organisations in Shanghai Journal: International Journal of Business Innovation and Research (IJBIR) 2025 Vol.38 No.5 pp.23 - 48 Abstract: This research investigated the influence of AI chatbots on customer experience and satisfaction in Shanghai's e-commerce pharmacies. Using a quantitative survey research design, data was collected from a sample of 400 respondents, drawn from the internet-using population in Shanghai. The Chinese customers in Shanghai with prior experience using AI chatbots in e-commerce pharmacies. The sample size was determined by the Taro Yamane formula and participants were selected through simple random sampling. An online survey questionnaire with high reliability (Cronbach's alpha > 0.80) was used as the data collection instrument. Data analysis was performed using SPSS, including descriptive, inferential statistics, and structural equation modelling. The findings indicated that AI chatbots positively influenced customer experience, which in turn enhanced customer satisfaction through personalised and interactive experiences. These results also aligned with the customer relationship management theory, emphasising how AI chatbots can strengthen customer relationships by meeting real-time needs and fostering trust. Inderscience Publishers - linking academia, business and industry through research

Title: The role of AI-powered chatbots on improving customer experience in e-commerce: a case study of pharmaceutical organisations in Shanghai

Authors: Ziyi Jing; Tachakorn Wongkumchai

Addresses: Faculty of Management Science, Dhonburi Rajabhat University, 172 Issaraphap Road, Wat Kanlaya Subdistrict, Thonburi District, Bangkok 10600, Thailand ' Faculty of Management Science, Dhonburi Rajabhat University, 172 Issaraphap Road, Wat Kanlaya Subdistrict, Thonburi District, Bangkok 10600, Thailand

Abstract: This research investigated the influence of AI chatbots on customer experience and satisfaction in Shanghai's e-commerce pharmacies. Using a quantitative survey research design, data was collected from a sample of 400 respondents, drawn from the internet-using population in Shanghai. The Chinese customers in Shanghai with prior experience using AI chatbots in e-commerce pharmacies. The sample size was determined by the Taro Yamane formula and participants were selected through simple random sampling. An online survey questionnaire with high reliability (Cronbach's alpha > 0.80) was used as the data collection instrument. Data analysis was performed using SPSS, including descriptive, inferential statistics, and structural equation modelling. The findings indicated that AI chatbots positively influenced customer experience, which in turn enhanced customer satisfaction through personalised and interactive experiences. These results also aligned with the customer relationship management theory, emphasising how AI chatbots can strengthen customer relationships by meeting real-time needs and fostering trust.

Keywords: customer experience; AI-powered chatbots; customer service engagement; customer relationship management; CRM; customer satisfaction.

DOI: 10.1504/IJBIR.2025.148940

International Journal of Business Innovation and Research, 2025 Vol.38 No.5, pp.23 - 48

Received: 06 May 2025
Accepted: 08 Aug 2025
Published online: 04 Oct 2025 *

Title: The role of AI-powered chatbots on improving customer experience in e-commerce: a case study of pharmaceutical organisations in Shanghai

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