20.500.12556/DKUM-85193 Stališča odjemalcev do uporabe umetne inteligence v fizičnih prodajlnah Consumer attitudes towards the use of artificial intelligence in retail stores Namen tega magistrskega dela je sistematično proučiti stališča odjemalcev do tehnologij umetne inteligence v fizičnem trgovskem okolju. Z analitično usmerjenim pristopom smo testirali in potrdili štiri osrednje hipoteze, ki zajemajo pretekle izkušnje odjemalcev s tehnologijami umetne inteligence, zaznavo tveganja, samopodobo sposobnosti interakcije s tehnologijo ter morebitne razlike med spoloma v sprejemanju teh tehnologij. Uporabljene metode statističnega modeliranja so bile opisna statistika, Pearsonov koeficient ter t-test za neodvisne vzorce, ki so omogočile celovito preverjanje teh konceptualnih okvirov. Rezultati raziskave razkrivajo, da so prejšnje izkušnje odjemalcev z umetno inteligenco pozitivno povezane z njihovo voljo za interakcijo s tovrstno tehnologijo v fizičnih prodajalnah, kar potrjuje hipotezo H1. Prav tako so ugotovitve pokazale, da zaznavanje tveganja negativno vpliva na pripravljenost odjemalcev za uporabo tehnologij umetne inteligence, kar soglasno podpira hipotezo H2. Nadaljnje analize so razkrile, da je subjektivna ocena lastne sposobnosti za ravnanje s tehnologijami umetne inteligence pozitivno povezana z zainteresiranostjo za njihovo uporabo, kar potrjuje hipotezo H3. Poleg tega so statistične razlike med spoloma pri sprejemanju tehnologij umetne inteligence pokazale, da obstaja statistično pomembna razlika v pripravljenosti za sprejemanje tehnologij umetne inteligence v fizičnih prodajalnah, kar potrjuje hipotezo H4. Pri tem rezultati nakazujejo, da so odjemalci moškega spola bolj naklonjeni sprejemanju teh tehnologij v primerjavi z odjemalci ženskega spola. Analizirane hipoteze zagotavljajo celovit vpogled v odnos odjemalcev do tehnologij umetne inteligence v realnem trgovskem kontekstu. Ti rezultati predstavljajo dragocene smernice za oblikovanje marketinških strategij, prilagoditve trgovskega okolja in olajšanje sprejemanja tehnologij umetne inteligence v fizičnih prodajalnah s strani odjemalcev. Rezultati raziskave razkrivajo, da so prejšnje izkušnje odjemalcev z umetno inteligenco pozitivno povezane z njihovo voljo za interakcijo s tovrstno tehnologijo v fizičnih prodajalnah, kar potrjuje hipotezo H1. Prav tako so ugotovitve pokazale, da zaznavanje tveganja negativno vpliva na pripravljenost odjemalcev za uporabo tehnologij umetne inteligence, kar soglasno podpira hipotezo H2. Nadaljnje analize so razkrile, da je subjektivna ocena lastne sposobnosti za ravnanje s tehnologijami umetne inteligence pozitivno povezana z zainteresiranostjo za njihovo uporabo, kar potrjuje hipotezo H3. Poleg tega so statistične razlike med spoloma pri sprejemanju tehnologij umetne inteligence pokazale, da obstaja statistično pomembna razlika v pripravljenosti za sprejemanje tehnologij umetne inteligence v fizičnih prodajalnah, kar potrjuje hipotezo H4. Pri tem rezultati nakazujejo, da so odjemalci moškega spola bolj naklonjeni sprejemanju teh tehnologij v primerjavi z odjemalci ženskega spola. Analizirane hipoteze zagotavljajo celovit vpogled v odnos odjemalcev do tehnologij umetne inteligence v realnem trgovskem kontekstu. Ti rezultati predstavljajo dragocene smernice za oblikovanje marketinških strategij, prilagoditve trgovskega okolja in olajšanje sprejemanja tehnologij umetne inteligence v fizičnih prodajalnah s strani odjemalcev. The purpose of this master's thesis is to systematically examine customers' attitudes towards artificial intelligence technologies in the physical retail environment. Through an analytical approach, we tested and confirmed four central hypotheses that encompassed customers' prior experiences with artificial intelligence technologies, perceived risk, self-efficacy in interacting with technology, and potential gender differences in the acceptance of these technologies. The employed statistical modeling methods included descriptive statistics, the Pearson coefficient, and an independent samples t-test, enabling a comprehensive examination of these conceptual frameworks. The research results reveal that customers' prior experiences with artificial intelligence are positively correlated with their willingness to interact with such technology in physical stores, confirming hypothesis H1. Additionally, the findings demonstrated that perceived risk has a negative impact on customers' readiness to use artificial intelligence technologies, consistently supporting hypothesis H2. Further analyses uncovered that customers' self-perceived ability to manage artificial intelligence technologies is positively linked to their interest in their utilization, validating hypothesis H3. Moreover, statistically significant gender differences in the acceptance of artificial intelligence technologies were observed, confirming hypothesis H4. These results indicate that male customers are more inclined to accept these technologies in physical stores compared to their female counterparts. The analyzed hypotheses provide a comprehensive insight into customers' attitudes towards artificial intelligence technologies within a real-world retail context. These findings offer valuable guidelines for shaping marketing strategies, adapting retail environments, and facilitating the adoption of artificial intelligence technologies in physical stores by customers. The research results reveal that customers' prior experiences with artificial intelligence are positively correlated with their willingness to interact with such technology in physical stores, confirming hypothesis H1. Additionally, the findings demonstrated that perceived risk has a negative impact on customers' readiness to use artificial intelligence technologies, consistently supporting hypothesis H2. Further analyses uncovered that customers' self-perceived ability to manage artificial intelligence technologies is positively linked to their interest in their utilization, validating hypothesis H3. Moreover, statistically significant gender differences in the acceptance of artificial intelligence technologies were observed, confirming hypothesis H4. These results indicate that male customers are more inclined to accept these technologies in physical stores compared to their female counterparts. The analyzed hypotheses provide a comprehensive insight into customers' attitudes towards artificial intelligence technologies within a real-world retail context. These findings offer valuable guidelines for shaping marketing strategies, adapting retail environments, and facilitating the adoption of artificial intelligence technologies in physical stores by customers. umetna inteligenca stališča odjemalcev fizične prodajalne umetna inteligenca in storitve umetna inteligenca v maloprodaji artificial inteligence consumer attitudes physical stores artificial intelligence and services artificial intelligence in retail true true false N. Kolar Slovenski jezik Angleški jezik Magistrsko delo/naloga 2023-08-21 21:55:18 2023-10-25 12:01:23 2023-10-26 03:35:43 0000-00-00 00:00:00 2023 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.8:366 169825027 MAG_Kolar_Nina_2023.pdf MAG_Kolar_Nina_2023.pdf 1 ACAEEEDB727EAE32E9E7619EB0C8C345 5daaef5aeb52b8339ff86d2bbdc8e8b9eb89ac5f1b43ee4f05439d450d0cbc92 efdf5a83-57da-11ee-aee3-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=172673 Ekonomsko-poslovna fakulteta 0 0 0