Stavovi studenata o umjetnoj inteligenciji kao alatu za potporu kupnji

master's thesis

• Title (english): Student´s attitudes on artificial intelligence as a tool for purchasing support
• Author: Daniel Golemović
• Mentor: Blaženka Knežević (mentor)
• Committee member: Dora Naletina (član povjerenstva)
• Committee member: Dario Dunković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-04-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Različiti čimbenici ponašanja potrošača utječu na odluke potrošača prilikom kupnje. Oni mogu biti društveni, osobni ili psihološki. Neovisno o kategoriji, mogu navesti potrošača na kupovni put i time odrediti konačnu odluku. Umjetna inteligencija pomaže prilikom procesa kupnje prvenstveno zbog obrade velike količine podataka i na taj način omogućava stručnjacima da analiziraju navedene podatke i usmjere akcije kako bi se ostvarila prodajna akcija. Funkcija umjetne inteligencije je da nudi asistenciju prilikom kupovnih procesa kako bi potrošačima pojednostavila kupnju. Iako umjetna inteligencija rapidno raste i nadograđuje se, postoje izazovi s kojima se susreće. Najveći izazov je problem etičnosti i zaštite osobnih podataka. Potrošači još nisu spremni u potpunosti prihvatiti umjetnu inteligenciju zbog bojazni od napada na njihovu privatnost. U ovome radu istražujemo percepcije, mišljenja i tendencije ponašanja studentske populacije u vezi sa integracijom umjetne inteligencije kao olakšavajućeg alata u kontekstu podrške pri kupnji.

Abstract (english)

Various factors of customer behaviour influence on our purchasing decisions. They can be social, personal or psychological. Irrespective of the category, they can lead the customer on the buying journey and thereby determine the final decision. Artificial intelligence helps during the sales process, primarily due to the large amount of data processing, and thus enables experts to analyse the data and direct actions in order to achieve a sales campaign. The function of artificial intelligence is to offer assistance during the purchase process to make shopping easier for customers. Although artificial intelligence is rapidly growing and being upgraded, there are challenges it faces. The biggest challenge is ethical problem and protection of personal data. Consumers are not ready to fully embrace artificial intelligence for fear of an invasion of their privacy. In this paper, we delve into the perceptions, views and behavioural tendencies of students regarding the integration of artificial intelligence as a tool in the context of purchase support.

• Keywords: umjetna inteligencija; kupnja; UTAUT model; TAM model; osobni podaci
• Keywords (english): artificial intelligence; purchase; UTAUT model; TAM model; personal data
• Language: croatian
• URN:NBN: urn:nbn:hr:148:871756
• 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: Access restricted to students and staff of home institution
• Created on: 2024-04-16 08:14:20