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The Impact of Artificial Intelligence on Consumer Behaviour: The Introduction of Smart Mirrors in Retail Stores
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.12 MB | Adobe PDF |
Orientador(es)
Resumo(s)
This research investigates how Artificial Intelligence impacts customer behaviour in the
retail industry, focusing on consumer perceptions and how these perceptions condition their
intents to use the technology. Innovative technologies, such as machine learning and
automation, have reshaped various industries. Smart Mirrors are an emerging innovative
solution in retail that blends digital and physical experiences. In order to better understand
customer’s behaviours towards Smart Mirrors, the present study includes two new variables
- Perceived Risk and Intention to do Word of Mouth – to the Technology Acceptance Model
(TAM), which serves as its theoretical foundation. For a deeper research, control variables
Privacy Concerns and Consumer Innovativeness were also examined to provide a deeper
analysis. Through a quantitative study using a convenience sample of Portuguese consumers
who frequently shop for clothing at mass market retail stores, data were collected via an
online survey distributed through social media, resulting in 299 valid responses. Regression
and ANOVA were used in the analysis, conducted through SPSS, to assess the relationships
between variables. Findings suggest that Perceived Usefulness is the most influential factor in
consumers’ attitudes and behavioural intention towards using smart mirrors. Attitude
Towards Using was confirmed as a mediator, indicating that Attitude Towards Using mediates
the relationship between the independent and the dependent variables. The study
emphasizes the importance of improving perceived usefulness and ease-of-use while
addressing privacy and security concerns. Furthermore, it highlights important limitations
related to sample size and data collection timing, recommending future research to
incorporate additional variables and to adopt mixed methods approach for broader
understanding of consumer adoption patterns.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Smart Mirrors Consumer Experience Artificial Intelligence Retail Technology Interactive Technology SDG 9 - Industry, innovation and infrastructure SDG 11 - Sustainable cities and communities SDG 12 - Responsible production and consumption SDG 17 - Partnerships for the goals