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How Artificial Intelligence has transformed e-commerce: The case of chatbot on e-commerce platforms
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Autores
Orientador(es)
Resumo(s)
Nowadays, consumers are increasingly turning to the digital world and with this comes the
use of e-commerce platforms. With the constant use of e-commerce platforms comes a new
tool, chatbots, digital agents with the ability to replace human agents in customer service,
thus enabling a rapid response to requests for information. In the business context and given
the increasingly specific demands of consumers, chatbots have been gaining recognition for
being useful tools in customer support, offering companies the possibility of differentiating
themselves in the market, distinguishing themselves through exclusivity and higher quality
service, thus offering a better experience to consumers. This study proposes a theoretical
model, integrating the D&M success model, the ECM model, and the Gamification model, to
understand the main factors affecting the intention to continue using chatbots on ecommerce platforms. The data collected from 318 individuals was used to evaluate and
validate the proposed theoretical model using partial least squares - structural equation
modelling (PLS-SEM). The results indicate that to increase use and user satisfaction with
chatbots on e-commerce platforms, those responsible should focus on optimizing the quality
of the system, information, and service, as well as integrating gamification elements to
improve the user experience.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Chatbots Artificial Intelligence E-commerce Platforms User Experience SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure