A STUDY ON THE IMPACT OF AI CHATBOTS ON CONSUMER TRUST AND CONFIDENCE IN PURCHASE DECISIONS

Purpose: The study aims to analyse the impact of AI chatbots on consumer trust and confidence in purchase decisions, focusing on awareness, usage patterns, perception, and satisfaction on shopping and service websites. It also examines whether chatbot interactions influence consumer confidence during online purchases. Research Methodology: A descriptive research design was used. Primary data was collected via a structured 18-question Google Forms survey from 47 respondents using convenience sampling. Secondary data came from research papers, journals, articles, and online sources. Data was analysed using percentages and descriptive interpretation. Results: High awareness and usage of chatbots were observed, mainly for customer support and quick query resolution. Chatbots positively influence confidence in routine purchases, but trust remains moderate due to accuracy issues and lack of human touch. Respondents prefer human support for expensive or complex decisions. Conclusion: AI chatbots enhance online customer experience by improving efficiency, confidence, and satisfaction in routine purchases. However, complete trust is limited, and integration with human support and continuous technological improvements are essential to strengthen consumer trust.