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Title:Stališča odjemalcev do uporabe umetne inteligence v fizičnih prodajlnah
Authors:ID Kolar, Nina (Author)
ID Pisnik, Aleksandra (Mentor) More about this mentor... New window
Files:.pdf MAG_Kolar_Nina_2023.pdf (2,36 MB)
MD5: ACAEEEDB727EAE32E9E7619EB0C8C345
 
Language:Slovenian
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract: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.
Keywords:umetna inteligenca, stališča odjemalcev, fizične prodajalne, umetna inteligenca in storitve, umetna inteligenca v maloprodaji
Place of publishing:Maribor
Publisher:N. Kolar
Year of publishing:2023
PID:20.500.12556/DKUM-85193 New window
UDC:004.8:366
COBISS.SI-ID:169825027 New window
Publication date in DKUM:25.10.2023
Views:916
Downloads:252
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:21.08.2023

Secondary language

Language:English
Title:Consumer attitudes towards the use of artificial intelligence in retail stores
Abstract: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.
Keywords:artificial inteligence, consumer attitudes, physical stores, artificial intelligence and services, artificial intelligence in retail


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