Antecedents of online customer satisfaction using a chatbot in the pre-purchase phase

: an analysis of beauty products

Abstract

The purpose of this study is to investigate how interacting with chatbots in e-commerce in the pre- purchase phase influences consumer satisfaction with a beauty brand. A modified version of the updated DeLone and McLean information system success model was used, focusing on two quality dimensions: system quality and service quality. The two dimensions of the model were measured with and without the chatbot, and then compared to assess whether the assistance from the chatbot can help improve online customer satisfaction in the product selection of beauty products. The target population of this study was defined as individuals who have used the Sephora chatbot in the context of beauty product purchases within the past twelve months. A total of 102 valid responses were collected using an online survey.The findings revealed that the presence of a chatbot in the online service did not have a statistically significant impact on online customer satisfaction in the context of a beauty brand. Additionally, the study did not confirm the mediating effects of system quality and service quality on the relationship between online services with chatbots and online customer satisfaction. Despite the findings, the study presents several managerial implications for beauty brands considering the integration of chatbots into their digital customer experience strategies.

Date of Award	9 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mónica Amâncio da Silva Borges (Supervisor)