Prihvaćenost chatbotova od strane potrošača mjerena UTAUT2 modelom

graduate thesis

• Title (english): Consumer acceptance of chatbots measured by the UTAUT2 model
• Author: Petra Kolar
• Mentor: Vatroslav Škare (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Diplomski rad fokusira se na prihvaćenost chatbotova od strane potrošača, koristeći UTAUT2 model. Predmet rada je analiza kako korisnici percipiraju i prihvaćaju chatbotove u digitalnom okruženju, a cilj je identificirati ključne faktore koji utječu na njihovu odluku o prihvaćanju ove tehnologije. S obzirom na brzinu razvoja tehnologije i njezin sveprisutni utjecaj na svakodnevni život i poslovne procese, razumijevanje načina na koji korisnici reagiraju na inovacije i umjetnu inteligenciju postaje ključno. Istraživanje prihvaćenosti tehnologije omogućuje nam da prepoznamo prepreke i poticaje koji utječu na usvajanje novih rješenja, čime se može poboljšati razvoj i implementacija tehnologija te povećati njihova efikasnost i korisnost za korisnike. U okviru istraživanja, provedena je anketa među 126 ispitanika, pri čemu su analizirane demografske karakteristike, iskustvo i prihvaćenost chatbotova. Rezultati pokazuju da je 70,6% ispitanika koristilo chatbotove, s najvećom popularnošću chatbotova na web stranicama tvrtki i u mobilnim aplikacijama. Istraživanje je otkrilo umjerenu percepciju koristi od chatbotova, visoku ocjenu jednostavnosti njihove upotrebe, te umjerenu zabrinutost za privatnost i sigurnost informacija. Ovi nalazi pružaju uvid u složene odnose između korisnika i tehnologije te ističu važnost razumijevanja faktora koji oblikuju prihvaćenost novih tehnologija.

Abstract (english)

The thesis focuses on consumer acceptance of chatbots, using the UTAUT2 model. The subject of the thesis is the analysis of how users perceive and accept chatbots in the digital environment, with the goal of identifying key factors influencing their decision to adopt this technology. Given the rapid pace of technological development and its pervasive impact on daily life and business processes, understanding how users react to innovations and artificial intelligence is crucial. Research into technology acceptance helps identify barriers and incentives affecting the adoption of new solutions, thereby improving the development and implementation of technologies and enhancing their effectiveness and utility for users. The study involved a survey of 126 participants, analyzing demographic characteristics, experience, and acceptance of chatbots. The results indicate that 70.6% of respondents have used chatbots, with the highest popularity found among chatbots on company websites and in mobile applications. The research revealed a moderate perception of the benefits of chatbots, high ratings for their ease of use, and moderate concern for privacy and information security. These findings provide insight into the complex relationship between users and technology and highlight the importance of understanding the factors that shape the acceptance of new technologies.

• Keywords: chatbotovi; prihvaćenost tehnologije; umjetna inteligencija; UTAUT2 model
• Keywords (english): chatbots; technology acceptance; artificial intelligence; UTAUT2 model
• Language: croatian
• URN:NBN: urn:nbn:hr:148:730929
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Embargoed access; Embargo expiration date: 2026-10-03
• Created on: 2024-10-02 11:46:15