Odnos potrošnikov do interakcije s klepetalnimi roboti na njihovi odločitveni poti : diplomsko delo

Križaj, Tina (avtor), Tuškej Lovšin, Urška (mentor)

Podjetja že sledijo globalnim trendom in se želijo z uporabo klepetalnih robotov še bolj približati potrošniku – vseeno pa področje, kljub večjem zanimanju, ni dovolj raziskano, kar lahko vodi v razvijanje neučinkovitih klepetalnih robotov. Ravno zaradi tega razloga sem se v diplomskem delu odločila raziskati, kakšen odnos imajo uporabniki do interakcije s klepetalnimi roboti v različnih fazah nakupnega odločanja. Zanimalo me je, katere so tiste lastnosti, ki jih v interakciji s klepetalnimi roboti pri uporabi najbolj pritegnejo oziroma od uporabe najbolj odbijejo. Uporabo in odnos uporabnikov do klepetalnih robotov sem preučila znotraj posamičnih faz modela odločitvene poti potrošnika, ki ponuja vpogled v nakupno pot sodobnega potrošnika. Empirični del diplomske naloge, ki temelji na kvalitativni raziskovalni metodi fokusnih skupin, je pokazal, da uporabniki menijo, da so funkcije klepetalnih robotov še nekoliko pomanjkljive in je prisotnega veliko prostora za izboljšave, vseeno pa zaznavajo nekatere prednosti. Poleg tega je raziskava pokazala, da je uporaba klepetalnih robotov reducirana predvsem na iskanje informacij o izdelkih in storitvah v fazi obravnave in v fazi vrednotenja, uporabniki pa jih manj uporabljajo v fazi nakupa in v ponakupnih procesih. Raziskava kaže tudi na razlike v odnosu uporabnikov do klepetalnih robotov v posamičnih fazah odločitvene poti potrošnika, kar kaže na pomembnost natančnega preučevanja odnosa do klepetalnih robotov tudi z ozirom na fazo sprejemanja odločitev, v kateri se potrošnik nahaja, kar v dosedanjih raziskavah še ni bilo naslovljeno.

• Jezik: Slovenski jezik
• Ključne besede: klepetalni roboti, model odločitvene poti potrošnika, potrošnik
• Vrsta gradiva: Diplomsko delo/naloga
• Tipologija: 2.11 - Diplomsko delo
• Organizacija: FDV - Fakulteta za družbene vede
• Kraj izida: Ljubljana
• Založnik: [T. Križaj]
• Leto izida: 2020
• Št. strani: 101 str.
• PID: 20.500.12556/RUL-117250
• UDK: 366:004.8(043.2)
• COBISS.SI-ID: 22020867
• Datum objave v RUL: 03.07.2020

KRIŽAJ, Tina, 2020, Odnos potrošnikov do interakcije s klepetalnimi roboti na njihovi odločitveni poti : diplomsko delo [na spletu]. Diplomsko delo. Ljubljana : T. Križaj. [Dostopano 14 april 2025]. Pridobljeno s: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=slv&id=117250

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Consumers' attitude towards interaction with chatbots on consumer decision journey

Izvleček

Companies are already following global trends and want to get even closer to consumers by using chatbots. Despite the growing interest, the field is still under-explored, which can lead to the development of inefficient chatbots. For this reason, I have decided to research the attitude of users towards the interaction with chatbots in different phases on the consumer decision journey. I also wanted to research which features the consumers are most attracted to while interacting with chatbots and which are the most obtrusive ones. I have examined consumers’ use and attitudes within the individual phases of the consumer decision journey, which offers insight into the purchasing path of the modern consumer. The empirical part of the thesis, based on the qualitative research method of focus groups, showed that users believe the functions of chatbots are still somewhat deficient and there is a lot of room for improvement, but they still perceive some advantages as well. In addition, research has shown that the use of chatbots is limited primarily to information retrieval about products and services during the consideration and evaluation phases, but are used less during the purchase and loyalty phases. The research also points to differences in users’ attitudes towards chatbots in the individual phases of the consumer decision journey. This indicates the importance of carefully examining the attitude towards chatbots in different phases, which has not been addressed in previous studies.

• Ključne besede: chatbots, consumer decision journey, consumer