In the digital age, where the competitive environment is changing faster than ever before, companies are looking for new solutions to succeed in the market. One of these solutions is the use of new technology, such as artificial intelligence, which is rapidly developing and becoming key to improving services. With its ability to learn and adapt automatically, it can significantly impact various aspects of the user experience, and also represents an opportunity for companies to achieve high efficiency and competitive advantage in a dynamic business environment. Due to the dimensions of the concept of artificial intelligence, in my master's thesis I focused on chatbots and investigated their impact on the user experience, focusing on the factors of convenience, informativeness, personalization, perceived risk and perceived loss of privacy. The results of the empirical research conducted using the survey method show that satisfaction is only influenced by the factors of information and convenience, while the links between satisfaction and the other three factors (perceived loss of risk, perceived risk and personalization) were not statistically significant. The results surprised me, but still, based on the literature, I explained the disconnection with the concept of social exchange, where the expected rewards outweigh or at least compensate for their loss due to participation. Although the respondents did not express great concern about privacy and risk, I believe that it is crucial that companies take appropriate security measures to maintain consumer trust. The use of chatbots will continue to grow, but companies will need to constantly adapt to changes and the latest data security and privacy guidelines to retain users.
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