<![CDATA[The use of chatbots on e-commerce platforms is increasingly expanding as a means to enhance customer service quality. Consequently, it is crucial to understand the factors influencing user satisfaction and their impact on user behavior regarding chatbot usage. This study aims to analyze the influence of Chatbot Marketing Efforts on Chatbot Communication Quality; the influence of Chatbot Communication Quality and Motivation for Chatbot Usage on Satisfaction; and the influence of Satisfaction on Reuse Intention, Purchase Intention, and E-Trust. A quantitative approach was employed using purposive sampling involving 530 Shopee users who were at least 17 years old, had used the chatbot feature, and possessed shopping experience on Shopee. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicate that all path coefficients show a positive direction and all tested relationships between variables are significant. Chatbot Marketing Efforts positively influence Chatbot Communication Quality; Chatbot Communication Quality and Motivation for Chatbot Usage positively influence Satisfaction; and Satisfaction positively influences Reuse Intention, Purchase Intention, and E-Trust. This study contributes to the development of chatbot service strategies for e-commerce platforms. It is recommended that Shopee optimize its knowledge base, improve chatbot response quality, and periodically evaluate the user experience to enhance user satisfaction.]]>
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