Loading...
Publication
Inteligência Artificial no Marketing Digital: aceitação da utilização de Inteligência Artificial nas plataformas de comércio eletrónico
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.05 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Plataformas digitais como os websites de comércio permitiram às organizações
desenvolver um potencial de estimulação de consumo através de análises algorítmicas aos
hábitos comportamentais na Internet recorrendo à utilização de tecnologias pertencentes à
Inteligência Artificial. Assim sendo, surgiu a intriga de procurar avaliar o nível de aceitação
dos consumidores relativamente à utilização desta tecnologia nas suas compras em
plataformas de comércio eletrónico. De forma a realizar esta investigação, foi adotada uma
metodologia de natureza quantitativa, recorrendo à elaboração de um inquérito por
questionário moldado através de uma adaptação do clássico Modelo da Aceitação de
Tecnologia juntamente com variáveis do Messy Middle, modelo de comportamento online
desenvolvido pela Google. Descobriu-se que variáveis como a Confiança, a Experiência de
Utilização e a Relevância impactam a Facilidade de Utilização e Utilidade Percebida e,
consequentemente, estas têm um impacto na Atitude relativamente à tecnologia que, por sua
vez, influencia a Intenção Comportamental. Posto isto, concluiu-se então que a utilização de
Inteligência Artificial nas plataformas de comércio eletrónico é largamente aceite pelos
consumidores e que as ferramentas inerentes ajudam as organizações a potenciarem as suas
vendas.
Digital platforms such as commerce websites allowed organizations to develop their potential for stimulating consumption through algorithmic analyzes of behavioral habits on the Internet by using technologies belonging to Artificial Intelligence. Therefore, the intrigue of trying to assess the level of consumer acceptance regarding the use of this technology in their purchases on e-commerce platforms arose. In order to carry out this investigation, a quantitative methodology was adopted, resorting to the elaboration of a questionnaire based on an adaptation of the classic Technology Acceptance Model along with variables from the Messy Middle, an online behavior model developed by Google. It was found that variables such as Trust, Usage Experience and Relevance impact Ease of Use and Perceived Usefulness and, consequently, these have an impact on Attitude towards technology which, in turn, influences Behavioral Intent. That said, it was then concluded that the use of Artificial Intelligence in e-commerce platforms is widely accepted by consumers and that the inherent tools help organizations to boost their sales.
Digital platforms such as commerce websites allowed organizations to develop their potential for stimulating consumption through algorithmic analyzes of behavioral habits on the Internet by using technologies belonging to Artificial Intelligence. Therefore, the intrigue of trying to assess the level of consumer acceptance regarding the use of this technology in their purchases on e-commerce platforms arose. In order to carry out this investigation, a quantitative methodology was adopted, resorting to the elaboration of a questionnaire based on an adaptation of the classic Technology Acceptance Model along with variables from the Messy Middle, an online behavior model developed by Google. It was found that variables such as Trust, Usage Experience and Relevance impact Ease of Use and Perceived Usefulness and, consequently, these have an impact on Attitude towards technology which, in turn, influences Behavioral Intent. That said, it was then concluded that the use of Artificial Intelligence in e-commerce platforms is widely accepted by consumers and that the inherent tools help organizations to boost their sales.
Description
Keywords
Marketing Digital Comércio Eletrónico Inteligência Artificial Messy Middle Modelo da Aceitação de Tecnologia