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Vloga zaupanja pri odnosu uporabnikov do klepetalnih robotov : diplomsko delo
Ivančič, Nina (Author), Tuškej Lovšin, Urška (Mentor) More about this mentor... This link opens in a new window

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Abstract
Na področju tržnega komuniciranja je trend vključevanja klepetalnih robotov v komunikacijo podjetij s porabniki v porastu, saj lahko klepetalni roboti znatno pripomorejo k optimizaciji delovnih procesov, zniževanju stroškov in krepitvi porabnikovega odnosa z znamko. Kljub temu na področju preučevanja uporabe in odnosa do klepetalnih robotov obstaja še veliko vrzeli, ki jih je pri raziskovanju te tehnologije potrebno nasloviti. Ob tem velja opozoriti na zapostavljen vidik odnosa neuporabnikov do klepetalnih robotov in na koncept zaupanja, ki je prav tako izredno pomemben za razumevanje uporabe klepetalnih robotov. Strokovnjaki so si namreč enotni, da je prav zaupanje predpogoj uspešne interakcije človek–robot, saj je neuporaba tehnologije v veliki meri odvisna tudi od zaupanja porabnikov. Zato sem se odločila, da svoje diplomsko delo posvetim raziskavi razlik med uporabniki in neuporabniki klepetalnih robotov ter na podlagi rezultatov ponudim predloge za izboljšave. Analiza osmih poglobljenih intervjujev z uporabniki in neuporabniki klepetalnih robotov je pokazala, da so si v odnosu do klepetalnih robotov oboji presenetljivo podobni, saj jih zaznavajo precej pozitivno. Vendar pa se uporabniki in neuporabniki znatno razlikujejo v ocenjevanju pomembnosti dejavnikov zaupanja in pri odnosu do sprejemanja tehnoloških inovacij. Uporabniki so pri uporabi klepetalnih robotov namreč osredotočeni predvsem na hitro in učinkovito pridobivanje točnih informacij, neuporabniki pa zaradi pomanjkljivega poznavanja zaznavajo več tveganj, ki vplivajo na razvoj odnosa in zaupanja do klepetalnih robotov. Izsledki raziskave ponujajo tudi možnosti za izboljšave v praksi in kažejo, da je pred sprejetjem odločitve za implementacijo klepetalnega robota potrebno natančno analizirati porabnike ter na podlagi njihovih potreb in zadržkov zasnovati uporabnega, zanesljivega in zaupanja vrednega klepetalnega robota.

Language:Slovenian
Keywords:Klepetalni roboti, sprejemanje inovacij, zaupanje porabnikov.
Work type:Bachelor thesis/paper (mb11)
Tipology:2.11 - Undergraduate Thesis
Organization:FDV - Faculty of Social Sciences
Year:2020
Publisher:[N. Ivančič]
Number of pages:86 str.
UDC:316.77:004.8(043.2)
COBISS.SI-ID:22008067 Link is opened in a new window
Views:71
Downloads:40
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Secondary language

Language:English
Title:The role of trust in users' attitude toward chatbots
Abstract:
In the field of marketing communication, the trend of integrating chatbots into the companies' communication with consumers is on the rise, as chatbots can significantly help to optimize work processes, reduce costs and strengthen the consumer's relationship with the brand. Nevertheless, there are still many gaps in this research field which need to be addressed in the future. Specifically, it is worth noting the neglected aspect of the non-users' attitude towards chatbots and the concept of trust, which is also extremely important for understanding the use of chatbots. Experts agree that trust is a prerequisite for successful human-robot interaction, as the non-use of technology largely depends on consumer trust. Therefore, I decided to dedicate my thesis to researching the differences between users and non-users of chatbots and, based on the results, offer suggestions for improvement. An analysis of eight in-depth interviews with users and non-users of chatbots showed that they are both surprisingly similar in their positive attitude toward chatbots. However, users and non-users differ significantly in assessing the importance of trust factors and in their attitudes towards diffusion of innovations. When using chatbots, users focus primarily on quickly and efficiently obtaining accurate information, while non-users perceive several risks due to their lack of knowledge, which affects the development of their attitude and trust in chatbots. The results of this research offer opportunities for improvement in practice, as they emphasise the necessity to carefully analyze consumers before deciding to implement a chatbot and consequently design a useful, reliable and trustworthy chatbot based on consumer needs and reservations.

Keywords:Chatbots, diffusion of innovations, consumer trust.

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