Oliveira, Tiago André Gonçalves Félix dePedro, Teresa Mariana Bento2025-02-132025-02-132025-02-10http://hdl.handle.net/10362/178936Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceNowadays, consumers are increasingly turning to the digital world and with this comes the use of e-commerce platforms. With the constant use of e-commerce platforms comes a new tool, chatbots, digital agents with the ability to replace human agents in customer service, thus enabling a rapid response to requests for information. In the business context and given the increasingly specific demands of consumers, chatbots have been gaining recognition for being useful tools in customer support, offering companies the possibility of differentiating themselves in the market, distinguishing themselves through exclusivity and higher quality service, thus offering a better experience to consumers. This study proposes a theoretical model, integrating the D&M success model, the ECM model, and the Gamification model, to understand the main factors affecting the intention to continue using chatbots on ecommerce platforms. The data collected from 318 individuals was used to evaluate and validate the proposed theoretical model using partial least squares - structural equation modelling (PLS-SEM). The results indicate that to increase use and user satisfaction with chatbots on e-commerce platforms, those responsible should focus on optimizing the quality of the system, information, and service, as well as integrating gamification elements to improve the user experience.engChatbotsArtificial IntelligenceE-commerce PlatformsUser ExperienceSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructuremaster thesis203922034