The use of chatbots to understand the behavior of internet users is an appropriate strategy in developing today's online business. The mechanism is carried out by processing data by analyzing user behavior through internet use. Based on technological advances, the Internet of Behavior is currently used by e-commerce platforms to process their customer behavior data. By processing customer behavior data, it will process customer needs when using the e-commerce platform. This study uses a research model to identify factors that influence internet user behavior and customer needs on e-commerce platforms using chatbot technology. Chatbots are currently one of the best artificial intelligence technologies that create many benefits in business. Chatbot technology has the potential to provide fast and personalized service to everyone in every sector. The main goal of developing chatbots is to help humans do their jobs with the main goal of fulfilling customer requests without contacting users directly. This research will investigate how chatbots understand internet user behavior. This research presents a systematic review of previous research on the use of chatbots in applications and businesses. The Partial Least Squares - Structural Equation Modeling (PLS-SEM) method, supported by the SmartPLS software, is used to analyze the research model to get the results of the research implications. The results of this study will present the results of the analysis in the form of chatbot implementation to support the analysis of internet user behavior which can support online sales strategies.

Chatbot, The Usability of the Internet of Behavior (IoB), Customer Needs, E-Commerce Platform

• Dr. Ir. Tanty Oktavia, S.Kom, M.M., IPM

• Prof. Dr. Ir. Ford Lumban Gaol, S.Si., M.Kom.