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Publicação
The Influence of Chatbots on Consumer Behavior: A Comparative Study of Rule-Based and Generative AI Chatbot Interactions
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| 2.23 MB | Adobe PDF |
Orientador(es)
Resumo(s)
In today's rapidly evolving technological landscape, new support assistants have emerged to
change the way businesses interact with consumers. This study investigates the impact of
chatbots on consumer behavior through a single-factor experimental design comparing rulebased and generative artificial intelligence chatbots in e-commerce. The results indicate that
generative artificial intelligence chatbots significantly improve service quality and
engagement, which positively impacts consumer responses such as satisfaction, word-ofmouth, loyalty, and purchase intent. The study shows that consumer responses are more
positive when interacting with generative artificial intelligence chatbots, highlighting the
importance of adaptive and personalized interactions. This improved interaction quality leads
to stronger emotional engagement, which reinforces positive consumer behaviors. By
understanding these dynamics, the research provides valuable insights for companies seeking
to optimize customer interactions through advanced artificial intelligence technologies,
ultimately driving better consumer outcomes and strategic retail advantages.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Generative AI chatbots Rule-based chatbots Consumer Behavior Engagement Service Quality E-commerce SDG 12 - Responsible production and consumption