Komparativna analiza uloge umjetne inteligencije u procesu odlučivanja o kupovini

master's thesis

• Title (english): Comparative analysis of the role of artificial intelligence in the purchasing decision process
• Author: Christian Juraj Cetina
• Mentor: Goran Vlašić (mentor); MBZ: 265372
• Committee member: Zoran Krupka (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Umjetna inteligencija postala je jedna od najbrže rastućih grana svjetskog gospodarstva. Zbog široke primjena u brojnim industrijama postala je nezaobilazna tema brojnim istraživanjima. U ovome radu istražiti će se utjecaj umjetno inteligentnih glasovnih asistenata u procesu donošenja odluke o kupovini. Analizirat će se koncept i faze procesa donošenja odluke o kupovini kao i specifičnosti u on-line okruženju. U radu će se definirati koncept umjetne inteligencije. Analizirat ćemo utjecaj umjetne inteligencije u procesu privlačenja, uvjeravanja i zadržavanja kupaca. Kako bi se istražio utjecaj umjetne inteligencije u procesu donošenja odluke o kupovini provedena je komparativna analiza tri umjetno inteligentna glasovna asistenta. Za potrebe komparativne analize primijenili su se podaci prikupljeni iz sekundarnih istraživanja. Rezultati istraživanja pokazuju porast značajki i mogućnosti glasovnih asistenata. U međusobnoj usporedbi najboljim pametnim asistentom se pokazao Google Assistant. Istraživanje je pokazalo kako raste primjena pametnih asistenata u svakodnevnom životu, ali ih ljudi još koriste za osnovne i jednostavnije stvari. Kupnje koje se obavljaju pomoću glasovnih asistenata su još uvijek za proizvode niže cijene i kvalitete za koje nije potrebno posjetiti prodajno mjesto. Privatnost i zaštita podataka su se pokazala kao najveća prepreka u korištenju glasovnih asistenata u procesu odlučivanja o kupovini.

Abstract (english)

Artificial intelligence has been one of the fastest growing branches of the world economy. Due to its widespread use in numerous industries, there has been an indispensable topic in numerous studies. This graduate thesis will explore the impact of artificially intelligent voice assistants in the purchasing decision process. The concept and stages of the purchasing decision process as well as the specifics in the online environment will be analyzed. The paper will define the concept of artificial intelligence. We will analyze the impact of artificial intelligence in the process of attracting, persuading and retaining customers. In order to explore the impact of artificial intelligence in the purchasing decision process, a comparative analysis of three artificially intelligent voice assistants was conducted. For the purposes of comparative analysis, data collected from secondary research were applied. The survey results show an increase in voice assistant features and capabilities. Google Assistant proved to be the best smart assistant in comparison. Research has shown that the use of smart assistants in everyday life is growing, but people still use them for basic and simpler things. Purchases made with voice assistants are still for lower cost and quality products that do not require a visit to physical store. Privacy and data protection have proven to be the biggest barriers to using voice assistants in the purchasing decision process.

• Keywords: umjetna inteligencija; glasovni asistent; donošenje odluke; ponašanje potrošača; digitalni marketing
• Keywords (english): artificial intelligence; voice assistant; decision making; consumer behavior; digital marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:509246
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-10-01 10:38:03