20.500.12556/DKUM-93948 Pričakovanja in tveganja odjemalcev pri uporabi klepetalnih robotov Expectations and customers perceived risks when using chatbots Današnji hiter tempo življenja se pozna tudi v poslovnem svetu. Organizacije na potrebe odjemalcev po vedno pogostejši in hitrejši komunikaciji odgovarjajo z uvedbo klepetalnih robotov. Ti prevzemajo vlogo fizičnih svetovalcev in prodajalcev, saj med drugim svetujejo in nudijo informacije o izdelkih in/ali storitvah organizacij ter svetujejo in pomagajo pri spletnem nakupovanju. V tujini je uporaba klepetalnih robotov že precej razširjena, zanimalo pa nas je stanje pri nas. Naše področje raziskovanja so pričakovanja in tveganja slovenskih odjemalcev pri uporabi klepetalnih robotov, namenjenih podpori odjemalcem in asistenci pri spletnem nakupovanju. V teoretičnem delu smo izpostavili povezanost razvoja tehnologije in marketinškega komuniciranja, podrobneje opisali klepetalne robote in predstavili dobre prakse v Sloveniji. V empiričnem delu smo z opisno statistiko predstavili osnovne značilnosti vzorca. Z raziskovalno faktorsko analizo smo preverili veljavnost našega merskega instrumenta in zanesljivost s koeficientom Cronbachove alfe. Ugotavljali smo, ali obstajajo statistično značilne razlike med pričakovanji in tveganji tistih, ki so že kdaj uporabili klepetalni robot, in tistih, ki ga niso še nikoli. Statistično značilnih razlik nismo potrdili, zato rezultati regresijske analize veljajo za oboje – uporabnike in neuporabnike. Z enostavno regresijsko analizo smo namreč preverjali posamični vpliv ene dimenzije pričakovanj na odvisno spremenljivko, ki je namen uporabe klepetalnega robota. Potrdili smo, da pričakovano delovanje klepetalnega robota ob drugih spremenljivkah vpliva na namen uporabe klepetalnega robota. Statistično značilne povezave med pričakovano enostavnostjo uporabe in užitkom ob uporabi klepetalnega robota na eni strani in namenom uporabe klepetalnega robota na drugi nismo potrdili. Statistično značilno pa smo potrdili, da pričakovana tveganja negativno vplivajo na namen uporabe klepetalnega robota. Ugotavljali smo še potencialne koristi, ki jih pričakujejo odjemalci, in druge razloge neuporabe klepetalnega robota, ki jih izpostavljajo odjemalci. Z razumevanjem dejavnikov, ki odjemalce spodbujajo ali odvračajo od uporabe klepetalnih robotov, lahko organizacije bolje prilagodijo tehnologijo potrebam odjemalcev ter zmanjšajo neizpolnjena pričakovanja in morebitno nezadovoljstvo. Iz tega vidika je koristen vpogled v vplive na namen uporabe klepetalnega robota, saj je to ključni dejavnik za začetno in nadaljnjo uporabo klepetalnih robotov. Today´s fast-paced lifestyle is also reflected in the business world. Organizations are responding to customer´s growing need for frequent and instant communication by implementing chatbots. These chatbots take on the role of physical consultants and salespeople, as they provide information about products and services, offer guidance and assistance with online shopping. While the use of chatbots is already widespread abroad, we were interested in the current state in our country Slovenia. Our research focused on the expectations and risks of Slovenian customers when using chatbots, intended for customer support and online shopping assistance. In the theoretical part, we highlighted the connection between technological development and marketing communication, described chatbots in more detail and presented good practices in Slovenia. In the empirical part, we used descriptive statistics to present the basic characteristics of the sample. We applied exploratory factor analysis to assess the validity of our measurement instrument and evaluated reliability using Cronbach´s alpha coefficient. We investigated whether there were statistically significant differences in expectations and risks between those who had already used a chatbot and those who had never used one. Since no statistically significant differences were found, the results of the regression analysis apply to both groups – users and non-users. We conducted simple linear regression analyses to examine the individual impact of each expectation dimension on the dependent variable – the intention to use chatbots. The results confirmed that expected chatbot performance, among other variables, influences the intention to use chatbots. However, we did not find statistically significant relationships between expected ease of use or enjoyment and the intention to use chatbots. On the other hand, we confirmed a statistically significant negative impact of perceived risks on the intention to use chatbots. Additionally, we explored the potential benefits expected by customers and other reasons for not using chatbots cited by customers. By understanding the factors that encourage or discourage customers from engaging with chatbots, organizations can better tailor their technology to meet customers needs, thereby reducing unmet expectations and potential dissatisfaction. From this perspective, understanding the factors influencing the intention to use chatbots is valuable, as it is a key driver of both initial and continued use. klepetalni robot pričakovanja odjemalcev tveganja odjemalcev namen uporabe umetna inteligenca chatbot customers expectations customers perceived risks intention to use artificial inteligence. true true false A. Sraka] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-07-27 18:22:05 2025-09-22 13:47:38 2025-09-23 03:30:48 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.8:366 249867267 MAG_Sraka_Anja_2025.pdf MAG_Sraka_Anja_2025.pdf 1 2C97AB9125B34B1F3F7F2E75BA983A4F a1250fb32eadf7ba5b5f071ea9336c179b874ee02ca89ae1c5933f78dd6546bb 0c4c5adb-884a-11f0-96a7-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=197405 Ekonomsko-poslovna fakulteta 0 0 0