Utjecaj personaliziranih preporuka umjetne inteligencije na potrošačko ponašanje u e-trgovini

graduate thesis

• Title (english): Impact of personalized recommendations of artificial intelligence on consumer behaviour in e-commerce
• Author: Matko Prakljačić
• Mentor: Dalia Suša Vugec (mentor)
• Committee member: Božidar Jaković (član povjerenstva)
• Committee member: Mirjana Pejić Bach (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Cilj ovog diplomskog rada je istražiti kako personalizirane preporuke temeljene na umjetnoj inteligenciji utječu na potrošačko ponašanje u e-trgovini. Posebna pažnja posvećena je razumijevanju načina na koji ove preporuke mogu poboljšati korisničko iskustvo, povećati zadovoljstvo kupaca i potaknuti ponovnu kupovinu. Svrha istraživanja je pružiti uvid u učinkovitost sustava preporuka te identificirati ključne čimbenike koji pridonose njihovoj uspješnosti.
U teorijskom dijelu rada analizirani su dosadašnji studiji i literatura koja se bavi personalizacijom u e-trgovini, umjetnom inteligencijom te potrošačkim ponašanjem. Kroz ovaj pregled literature, stečeno je dublje razumijevanje temeljnih principa i izazova koji prate primjenu tehnologiju umjetne inteligencije u e-trgovini.
Empirijski dio rada temelji se na anketnom upitniku koji je distribuiran među korisnicima e-trgovine. Korišteno je slučajno uzorkovanje kako bi reprezentativnost rezultata bilo osigurano, a prikupljeni podaci analizirani su pomoću statističkih metoda kako bi se utvrdili korelacijski odnosi između varijabli.
Rezultati ankete otkrivaju različite stavove ispitanika prema personaliziranim preporukama u online kupovini. Većina ispitanika pokazuje umjereno povjerenje prema takvim preporukama, dok manji broj ispitanika izražava visok stupanj povjerenja ili određeni skepticizam. Ispitanici većinom donose odluke na temelju vlastitih potreba i preferencija.
Zaključak diplomskog rada naglašava da personalizirane preporuke, generirane umjetnom inteligencijom, značajno utječu na potrošačko ponašanje u e-trgovini, povećavajući zadovoljstvo kupaca i sklonost impulzivnoj kupovini. Postoji potreba za daljnjim razvojem algoritama kako bi bolje odgovarali individualnim preferencijama kupaca. Također, naglašena je važnost etičkog pristupa, uključujući transparentnost i ravnotežu između personalizacije i autonomije potrošača, kako bi se osigurao uspjeh u e-trgovini.

Abstract (english)

The aim of this thesis is to investigate how personalized recommendations based on artificial intelligence affect consumer behavior in e-commerce. Special attention is paid to understanding how these recommendations can improve the customer experience, increase customer satisfaction and encourage repeat purchases. The purpose of the research is to provide insight into the effectiveness of recommendation systems and to identify key factors that contribute to their success.
In the theoretical part of the work, previous studies and literature dealing with personalization in e-commerce, artificial intelligence and consumer behavior are analyzed. Through this literature review, a deeper understanding of the fundamental principles and challenges accompanying the application of artificial intelligence technology in e-commerce was gained.
The empirical part of the work is based on a questionnaire that was distributed among e-commerce users. Random sampling was used to ensure the representativeness of the results, and the collected data were analyzed using statistical methods to determine correlations between variables.
The results of the survey reveal different attitudes of respondents towards personalized recommendations in online shopping. The majority of respondents show moderate trust in such recommendations, while a smaller number of respondents express a high degree of trust or some skepticism. Respondents mostly make decisions based on their own needs and preferences.
The conclusion of the thesis emphasizes that personalized recommendations, generated by artificial intelligence, significantly influence consumer behavior in e-commerce, increasing customer satisfaction and the tendency to make impulsive purchases. There is a need for further development of algorithms to better match individual customer preferences. Also, the importance of an ethical approach, including transparency and a balance between personalization and consumer autonomy, was emphasized in order to ensure success in e-commerce.

• Keywords: umjetna inteligencija; personalizirane preporuke; e-trgovina; potrošač
• Keywords (english): artificial intelligence; personalized recommendations; e-commerce; consumer
• Language: croatian
• URN:NBN: urn:nbn:hr:148:127280
• Study programme: Title: /; 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: Open access
• Created on: 2024-09-24 19:33:57