AI ANTHROPOMORPHISM, CUSTOMER EXPERIENCE, AND TRUST: PATHWAYS TO IMPROVE CUSTOMER PERFORMANCE IN E-COMMERCE

Abstract

The growth of online shopping platforms in Indonesia, particularly Shopee, has intensified digital interactions between businesses and customers. Beyond transaction volume, e-commerce success is reflected in Customer Performance (CP), including loyalty, reviews, repeat purchases, and digital advocacy. This study examines the effects of Customer Experience (CX), AI anthropomorphism (AI), and Trust on Customer Performance (CP) among Shopee users in Denpasar. Using a quantitative approach, data were collected from 100 university students with prior interaction with AI-based chatbots. Responses were measured on a five-point Likert scale and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS.  Findings indicate that CX significantly improves perceptions of AI anthropomorphism, which subsequently enhances CP.  Trust has a direct positive impact on CP and strengthens the influence of AI on CP.  Mediation analysis further shows that AI mediates the link between CX and CP. The model demonstrates satisfactory explanatory power and predictive relevance. Practically, e-commerce platforms should improve CX through personalization, responsiveness, and ease of use while embedding anthropomorphic features into chatbot design. Building trust through transparency, security, and consistent service is also crucial to maximizing customer engagement and performance outcomes.