Primjena umjetne inteligencije u maloprodaji i prihvaćenost od strane potrošača

master's thesis

• Title (english): The application of artificial intelligence in retail and consumer acceptance
• Author: Ana Miočić
• Mentor: Ivana Štulec (mentor)
• Committee member: Dora Naletina (član povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Razvoj digitalne tehnologije je sve ubrzaniji što za posljedicu ima promjenu tradicionalnih modela poslovanja u gotovo svim vrstama poslovanja pa tako i u maloprodajnom. Uzroci promjena modela maloprodajnog poslovanja mogu se pripisati kupcima novog doba koji traže veću informiranost te imaju veće zahtjeve, a isto tako i primjeni informacijsko-tehnoloških sustava zasnovanih na umjetnoj inteligenciji. Primjena umjetne inteligencije u maloprodaji u današnjem poslovnom svijetu predstavlja neizbježan trend. Zbog brzog razvoja tehnologije, poduzeća koriste različite informacijsko-tehnološke sustave zasnovane na umjetnoj inteligenciji kako bi unaprijedile svoje poslovanje i postigli konkurentsku prednost. U ovom radu proučit će se teorijski aspekti primjene umjetne inteligencije u maloprodajnom poslovanju te će se analizirati na koji način umjetna inteligencija u maloprodaji utječe na potrošače. U sklopu ovog rada provest će se i istraživanje o prihvaćenosti umjetne inteligencije u maloprodaji od strane potrošača.
Cilj rada je prikazati na koji način se odvija razvoj maloprodaje uzrokovan umjetnom inteligencijom te kako takav razvoj maloprodaje ima utjecaj na potrošače.
U ovom radu koristit će se primarni podaci prikupljeni iz anketnog istraživanja potrošača o prihvaćenosti umjetne inteligencije u maloprodaji.
Cilj istraživanja je dobiti odgovore na pitanja o poznavanju umjetne inteligencije u maloprodaji, učestalosti korištenja umjetne inteligencije u maloprodaji i prihvaćenosti od strane potrošača. Također u radu će biti korišteni i sekundarni izvori podataka prikupljeni iz znanstvenih i stručnih izvora kao što su knjige i članci na hrvatskom i engleskom jeziku.
Ovaj diplomski rad pomaže menadžmentu da uvidi na koji način potrošači gledaju na umjetnu inteligenciju u maloprodaji. Samim time ovaj rad može doprinijeti u odluci implementacije novih tehnologija temeljenih na umjetnoj inteligenciji u maloprodajnim poduzećima

Abstract (english)

The development of digital technology is accelerating, which results in a change in traditional business models in almost all types of business, including retail. The causes of changes in the retail business model can be attributed to customers of the new era who are looking for more information and have greater demands, as well as applied information technology systems based on artificial intelligence. The application of artificial intelligence in retail is an inevitable trend in today's business world. Due to the rapid development of technology, companies are using various information technology systems based on artificial intelligence to improve their business and achieve a competitive advantage. This paper will study the theoretical aspects of the application of artificial intelligence in retail business and analyze how artificial intelligence in retail affects consumers. As part of this work, research will be conducted on the acceptance of artificial intelligence in retail by consumers.
The aim of the paper is to show how the development of retail sales caused by artificial intelligence takes place and how such retail development has an impact on consumers.
This paper will use primary data collected from a survey of consumers on the acceptance of artificial intelligence in retail.
The goal of the research is to get answers to questions about knowledge of artificial intelligence in retail, about the frequency of use of artificial intelligence in retail and acceptance by customers. The work will also use secondary sources of data collected from scientific and professional sources such as books and articles in Croatian and English.
This thesis helps management to see how consumers view artificial intelligence in retail. Therefore, this work can contribute to the decision to implement new technologies based on artificial intelligence in retail companies.

• Keywords: umjetna inteligencija; maloprodaja; potrošači; kupovno iskustvo
• Keywords (english): artificial intelligence; retail; consumers; shopping experience
• Language: croatian
• URN:NBN: urn:nbn:hr:148:685001
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-19 16:35:20