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.
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