<![CDATA[The rapid advancement of Artificial Intelligence (AI) in customer service within e-commerce platforms has encouraged companies to provide more responsive and personalized services. However, concerns regarding personal data privacy and AI's ability to demonstrate empathy remain important factors influencing users' trust and satisfaction. This study aims to examine the effects of privacy perception and AI empathy on customer satisfaction, with trust serving as a mediating variable among users of AI-based customer service on Shopee and TikTok Shop. A quantitative research approach was employed using purposive sampling to collect data from 200 respondents who had interacted with AI-powered chatbots or virtual assistants on both platforms. Data were collected through a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that privacy perception and AI empathy have positive and significant effects on trust, while trust positively influences customer satisfaction. Privacy perception does not have a significant direct effect on customer satisfaction, whereas AI empathy has a positive and significant direct effect. Furthermore, trust fully mediates the relationship between privacy perception and customer satisfaction and partially mediates the relationship between AI empathy and customer satisfaction. These findings highlight the critical role of trust in translating users' perceptions of privacy protection and empathetic AI interactions into customer satisfaction. The study provides practical insights for e-commerce companies in designing AI-based customer service that strengthens user trust and enhances customer satisfaction]]>
