Kako uporabniške zaznave UI klepetalnih robotov oblikujejo stališče do blagovne znamke: vloga zaznane uporabnosti in enostavnosti uporabe : magistrsko delo

Andric, Josipa (author), Verčič, Dejan (mentor)

V magistrski nalogi sem raziskovala, kako uporabniška izkušnja z UI klepetalnimi roboti vpliva na zaznavanje blagovnih znamk. Teoretični okvir sem oblikovala na modelu sprejemanja tehnologije (TAM), ki izpostavlja dva ključna dejavnika: vpliv zaznane uporabnosti (PU) in zaznane enostavnosti uporabe (PEOU). Zanimalo me je, ali ta dva dejavnika sooblikujeta uporabnikovo stališče o blagovni znamki. V empiričnem delu sem izvedla kvantitativno raziskavo, ki sem jo opravila s spletno anketo med uporabniki. V njej sem spraševala anketirance, kako ocenjujejo svojo izkušnjo in ali je ta izkušnja vplivala na njihovo stališče o znamki. Rezultati analize so pokazali, da ima PU statistično značilen pozitiven vpliv na oblikovanje BA. Vpliv PEOU je v primerjavi s tem šibkejši in statistično neznačilen. Mediacijska analiza je potrdila, da je PU deloval kot mediator med PEOU in BA. Tako da ima PEOU le posreden vpliv na BA preko PU, ne pa neposrednega. Kar pomeni, da ni dovolj, da so klepetalni roboti enostavni za uporabo, bolj je pomembno, da so dejansko uporabni in prinašajo funkcionalne koristi. Raziskava prispeva k razumevanju uporabniške izkušnje kot enega izmed dejavnikov oblikovanja stališč do blagovnih znamk v digitalnem okolju. Praktično pa ponuja smernice za organizacije, ki uvajajo klepetalne robote kot del svoje komunikacijske strategije.

• Language: Slovenian
• Keywords: zaznana uporabnost, zaznana enostavnost uporabe, klepetalni roboti, stališče do znamke, model sprejemanja tehnologije
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: J. Andric
• Year: 2025
• Number of pages: 1 spletni vir (1 datoteka PDF (71 str.))
• PID: 20.500.12556/RUL-173500
• UDC: 004.89:658.626(043.2)
• COBISS.SI-ID: 251797251
• Publication date in RUL: 18.09.2025

Secondary language

• Language: English
• Title: How users' perceptions of AI chatbots shape brand attitude: the role of perceived usefulness and ease of use

Abstract

In my master's thesis, I researched how user experience with AI chatbots affects brand attitude. I designed the theoretical framework based on the Technology Acceptance Model (TAM), which highlights two key factors: the influence of perceived usefulness (PU) and perceived ease of use (PEOU). I was interested in whether these two factors co-shape the user's attitude towards the brand. The empirical consisted of a quantitative research, which I conducted with an online survey. In it I asked respondents how they assessed their experience and whether this experience influenced their attitude towards the brand. The results of the analysis showed that PU has a statistically significant positive impact on the formation of BA. The impact of PEOU was weaker and statistically insignificant in comparison. The mediation analysis confirmed that PU acted as a mediator between PEOU and BA. So PEOU only has an indirect impact on BA through PU, not a direct one. Which means that it is not enough for chatbots to be easy to use, it is more important that they are actually useful and bring functional benefits. The research contributes to the understanding of user experience as one of the factors shaping attitudes towards brands in the digital environment. In practice, it offers guidelines for organizations that introduce chatbots as part of their communication strategy.

• Keywords: perceived usefulness, perceived ease of use, chatbots, brand attitude, technology acceptance model