Consumer Trust in AI Chatbots: Its Impact on Customer Experience and Repurchase Intention - A Systematic Literature Review

Authors

  • Devinta Nur Arumsari Universitas Pembangunan Nasional Veteran Jawa Timur
  • Egan Evanzha Yudha Amriel Universitas Pembangunan Nasional Veteran Jawa Timur

Keywords:

AI Chatbot, Trust, Customer Experience, Repurchase Intention, Systematic Literature Review

Abstract

The rapid adoption of AI-powered chatbots has transformed how businesses, including digital MSMEs, interact with customers, yet the effectiveness of these systems in building long-term customer relationships depends heavily on the trust consumers place in them. This article synthesizes prior research on the relationship between consumer trust in AI chatbots, customer experience, and repurchase intention. Using a systematic literature review (SLR) of 60 journal articles sourced from reputable databases such as Emerald, ScienceDirect, Springer Nature, Taylor & Francis, MDPI, and Sinta/Garuda-indexed national journals, this study finds that trust in AI chatbots consistently functions as a key antecedent of customer experience, which in turn is a major determinant of repurchase intention, with customer satisfaction frequently acting as a mediator. The review also finds that empirical studies in the context of digital MSMEs and emerging markets such as Indonesia remain relatively limited compared to studies on large-scale e-commerce platforms. The article concludes by proposing a conceptual framework and an agenda for further quantitative research to test these relationships within the context of digital entrepreneurship in Indonesia.

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Published

2026-08-12

Issue

APSKI ICE Vol 04, Ed 01 (2026)

Section

Articles

License

Copyright (c) 2026 APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs

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