The Paradox of Humanizing AI-Based Chatbots with Humanistic Communication among E-Commerce Users
TL;DR
The results indicate that chatbots are consistently perceived as machines, exhibit communication patterns distinct from humans, are viewed merely as tools, and have not yet been able to replace human communication.
Abstract
AI-based chatbots have become an integral part of e-commerce customer service. This study aims to explore the experiences of Shopee and Tokopedia users regarding the humanization of chatbots within the context of culture and consumer behavior, using Heidegger’s interpretive phenomenological approach. Data were collected through in-depth interviews, “lurking” non-participant observation, and documentation from three informants, and were subsequently analyzed using Interpretative Phenomenological Analysis (IPA). The results indicate that chatbots are consistently perceived as machines, exhibit communication patterns distinct from humans, are viewed merely as tools, and have not yet been able to replace human communication. The study concludes that the humanization of chatbots remains inconsistent with culturally constructed humanistic communication values, such as friendliness, empathy, warmth, and interpersonal relationships