Utjecaj virtualnog asistenta u elektroničkoj maloprodaji bijele tehnike

master's thesis

• Title (english): The influence of chatbot in the electronic retail of white appliances
• Author: Ivan Mišetić
• Mentor: Sanda Soucie (mentor)
• Committee member: Dario Dunković (predsjednik povjerenstva)
• Committee member: Blaženka Knežević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-02-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Razvoj informatičko-komunikacijske tehnologije izazvao je značajne promjene u maloprodaji, s posebnim naglaskom na snažan rast elektroničke maloprodaje. Virtualni asistenti, programi namijenjeni inteligentnoj komunikaciji s korisnicima putem teksta ili govora, predstavljaju relativno novu tehnologiju s velikim potencijalom.
Nakon uvoda koji definira temu i metodologiju rada, analizirano je tržište elektroničke maloprodaje s fokusom na bijelu tehniku. Zatim je analiziran razvoj virtualnih asistenata kroz povijest, definirajući njihove vrste, prednosti i nedostatke. Poseban naglasak je stavljen na interakciju između korisnika i virtualnih asistenata. Rad analizira i utjecaj virtualnih asistenata na poduzeća koja se bave prodajom bijele tehnike, ističući troškove i benefite njihove implementacije.
Empirijsko istraživanje provedeno putem ankete obuhvaća 102 ispitanika i analizira iskustva s virtualnim asistentima. Cilj istraživanja je prikazati primjene virtualnih asistenata u elektroničkoj maloprodaji bijele tehnike te iskustva i stavove potrošača o virtualnim asistentima. Prema rezultatima istraživanja možemo zaključiti da poduzeća trenutno imaju veliku ulogu približiti virtualne asistente korisnicima kako bi korisnici stekli naviku komunikacije s virtualnim asistentima. Ipak veći broj korisnika preferiraju komunikaciju sa stvarnom osobom te ih je potrebno dodatno stimulirati da počnu komunicirati s virtualnim asistentima. Za tehnologiju virtualnih asistenata postoji veliki prostor za napredak i inovaciju, ne samo na tržištu bijele tehnike, nego i u drugim različitim sektorima.

Abstract (english)

The development of information and communication technology has caused significant changes in retail, with a special emphasis on the strong growth of electronic retail. Chatbots, programs intended for intelligent communication with users via text or speech, represent a relatively new technology with great potential.
After an introduction that defines the topic and methodology of the work, the electronic retail market is analyzed with a focus on white goods. Then the development of chatbots throughout history was analyzed, defining their types, advantages and disadvantages. Special emphasis is placed on the interaction between users and chatbots. The paper also analyzes the impact of chatbots on companies that sell white goods, highlighting the costs and benefits of their implementation.
Empirical research conducted through a survey includes 102 respondents and analyzes experiences with chatbots. The goal of the research is to show the applications of chatbots in the electronic retail of white goods, as well as the experiences and attitudes of consumers about chatbots. According to the results of the research, we can conclude that companies currently have a big role to play in bringing chatbots closer to users so that users get into the habit of communicating with chatbots. They want to communicate with a real person, and they need to be further stimulated to start communicating with chatbots. There is a lot of room for progress and innovation for technology of chatbots, not only in the white goods market, but also in other different sectors.

• Keywords: elektronička maloprodaja; e-trgovina; virtualni asistenti; bijela tehnika; interakcija čovjeka s računalom
• Keywords (english): electronic retail; e-commerce; chatbots; white goods; human-computer interaction
• Language: croatian
• URN:NBN: urn:nbn:hr:148:495434
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-02-29 16:33:15