Comparative Analysis of User Satisfaction Between Keyword-based and GPT-based E-commerce Chatbots : A qualitative study utilizing user testing to compare user satisfaction based on the IKEA chatbot.

Sammanfattning

Chatbots are computer programs that interact with users utilizing natural language. Businesses benefit from using chatbots as they can provide a better and more satisfactory customer experience. This thesis investigates differences in user satisfaction with two types of e-commerce chatbots: a keyword-based chatbot and a GPT-based chatbot. The study focuses on user interactions with IKEA's chatbot "Billie" compared to a prototype GPT-based chatbot designed for similar functionalities. Using a within-subjects experimental design, participants were tasked with typical e-commerce queries, followed by interviews to gather qualitative data about each participants experience. The research aims to determine whether a chatbot based on GPT technology can offer a more intuitive, engaging and empathetic user experience, compared to traditional keyword-based chatbots in the realm of e-commerce. Findings reveal that the GPT-based chatbot generally provided more accurate and relevant responses, enhancing user satisfaction. Participants appreciated the GPT chatbot's better comprehension and ability to handle natural language, though both systems still exhibited some unnatural interactions. The keyword-based chatbot often failed to understand user intent accurately, leading to user frustration and lower satisfaction. These results suggest that integrating advanced AI technologies like GPT-based chatbots could improve user satisfaction in e-commerce settings, highlighting the potential for more human-like and effective customer service.