Percipirani utjecaj umjetne inteligencije na iskustvo potrošača

master's thesis

• Title (english): Perceived influence of artificial intelligence on consumer experience
• Author: Lana Žili
• Mentor: Goran Vlašić (mentor)
• Committee member: Zoran Krupka (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U današnjem digitaliziranom vremenu poduzeća se suočavaju s mnogo izazova. Jedan od izazova je pružiti potrošačima ono što žele, te nadmašiti njihova očekivanja i unaprijediti iskustvo kupovine. Digitalizacija je omogućila potrošačima komunikaciju s poduzećima i njihovim proizvodima na mnogim novim dodirnim točkama. Pojava novih dodirnih točki potaknula je poduzeća da se fokusiraju na unaprjeđenje cjelokupnog iskustva potrošača. U tome im pomažu nove tehnologije, poput umjetne inteligencije, koja pruža širok spektar mogućnosti za razumijevanje dinamičnog ponašanja potrošača i trendova kupaca. Ovaj rad istražuje kako primjena umjetne inteligencije utječe na iskustvo potrošača. Istraživanje je provedeno online putem strukturiranog anketnog upitnika koji je distribuiran putem društvenih mreža. U anketi je sudjelovalo 110 ispitanika muškog (25,5%) i ženskog (74,5%) spola, različitih dobnih skupina. Ispitanici su izražavali svoje stavove na tvrdnje o umjetnoj inteligenciji i o njihovoj posljednjoj online kupovini. Na temelju dobivenih odgovora potvrdili su se zaključci već provedenih istraživanja na tu temu. Iako su ispitanici u većini slučajeva ostali neutralni, iz istraživanja se može zaključiti da primjena umjetne inteligencije ima utjecaj na kupovni put, a samim time i iskustvo potrošača.

Abstract (english)

In today's digital age, companies face many challenges. One of the challenges is to provide consumers with what they want and exceed their expectations. Digitization has enabled consumers to interact with the companies and their products in many new touch points. The appearance of new touch points has encouraged companies to focus on improving the overall consumer experience. New technologies help them in this, such as artificial intelligence, which provides a wide range of possibilities for understanding dynamic consumer behavior and customer trends. This paper explores how the application of artificial intelligence influences the consumer experience. The research was conducted online through a structured survey questionnaire that was distributed through social networks. 110 respondents, male (25.5%) and female (74.5%), of different age groups took part in the survey. Respondents expressed their views on claims about artificial intelligence and their last online purchase. Based on the received answers the conclusions of the already conducted research on this topic were confirmed. Although the respondents remained neutral in most cases, it can be concluded from the research that the application of artificial intelligence has an impact on the purchase journey, and thus on the consumer experience.

• Keywords: iskustvo potrošača; potrošačevo putovanje; dodirne točke; umjetna inteligencija; strojno učenje
• Keywords (english): consumer experience; consumer journey; touch points; artificial intelligence; machine learning
• Language: croatian
• URN:NBN: urn:nbn:hr:148:966434
• 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: Access restricted to authenticated users
• Created on: 2022-09-26 08:19:20