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Publication
Influência da inteligência artificial no comportamento de compra da geração baby boomers
| Name: | Description: | Size: | Format: | |
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| 1.5 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O envelhecimento populacional, proporcionado principalmente pela longevidade e qualidade de vida, é uma tendencia demográfica que ocasiona grande impacto na economia global.
Para que essa geração, os chamados de Baby Boomers (nascidos entre 1946 e a974), tenham as suas necessidades atendidas, as empresas precisam adaptar seus produtos e serviços as características especificas desta população, assim como a implementação de novas tecnologias no processo de compra precisam ser pensadas de forma a garantir a plena inclusão deste público. Deste modo, a Inteligência Artificial traz recursos que podem ajudá-los no processo de compra online.
Ferramentas como Buscadores e Recomendação Inteligente, Anúncios Personalizados e Assistentes Virtuais podem ser fundamentais para as empresas conseguirem atingir a geração Baby Boomers com diferenciação e se destacando dos concorrentes. No entanto, para isto, precisam ter total entendimento do comportamento da geração, e qual sua percepção sobre esses recursos no processo de compra.
Deste modo, este trabalho visa compreender a influência da IA no comportamento de compra da geração Baby Boomers. Como objetivos específicos, estabeleceu-se: Identificar quais os recursos da Inteligência Artificial que fazem parte do processo de compra da geração Baby Boomers e Compreender se a Inteligência Artificial proporciona ou não uma experiência diferenciadora para a geração. Para a investigação a metodologia utilizada foi a qualitativa, visando apresentar em profundidade a percepção da geração frente ao tema.
Após revisão da literatura e realização das entrevistas, pode-se perceber que no que diz respeito a IA no processo de compra, a geração percebe a facilidade e agilidade dos recursos, mas há uma certa desconfiança com relação aos dados pessoais e excesso de publicidade. E ainda sobre a publicidade, a geração é consciente sobre os anúncios personalizados, porém, não há influência destes para a efetivação da compra. No que diz respeito aos Buscadores e Recomendação Inteligentes, a geração percebe a eficiência e utilidade, e ainda demonstraram uma ótima aceitação na utilização deles no processo de compra. Já para os recursos como Assistentes Virtuais, a Alexa da Amazon é a mais utilizadas por eles, e a finalidade é geralmente para tarefas mais simples como ouvir notícia, pedir música ou como despertador. Eles não percebem este recurso como sendo um facilitador para o processo de compra, e em momentos que precisam de algum atendimento pela marca, o Chatbot ou qualquer outro assistente também não são vistos como facilitador, e nestes casos a geração segue o comportamento mais tradicional, preferem a interação com um humano.
Population aging, driven mainly by longevity and quality of life, is a demographic trend that has a major impact on the global economy. In order for this generation, the so-called Baby Boomers (born between 1946 and 974), to have their needs met, companies need to adapt their products and services to the specific characteristics of this population, as well as, the implementation of new technologies in the purchasing process, needs to be considered in order to guarantee the full inclusion of this public. In this way, Artificial Intelligence brings resources that can help them in the online purchasing process. Tools such as Intelligent Search and Recommendation, Personalized Ads and Virtual Assistants can be fundamental for companies to be able to reach the Baby Boomers generation, achieving differentiation and standing out from competitors. However, they need to have a full understanding of the generation's behavior, and how they perceive these resources in the purchasing process. Therefore, this study aims to understand the influence of AI on the purchasing behavior of the Baby Boomers generation. The specific objectives were to: Identify which Artificial Intelligence resources are part of the Baby Boomers' buying process and Understand whether or not Artificial Intelligence provides a differentiating experience for this generation. For the investigation, the methodology used was qualitative, with the intention of presenting in depth the generation's perception of the issue. After reviewing the literature and conducting the interviews, it can be seen that, with regard to the application of AI in the purchasing process, the generation perceives the ease and agility of the resources, but there is a certain distrust with regard to personal data and excessive advertising. And also regarding advertising, the generation is aware of personalized ads, however, they have no influence on the purchase. With regard to Intelligent Search and Recommendation, the generation perceives their efficiency and usefulness, and they have also shown great acceptance of using them in the purchasing process. As for resources such as Virtual Assistants, Amazon's Alexa is the one they use the most, and the purpose is generally for simpler tasks such as listening to the news, requesting music or as an alarm clock. They do not perceive this resource as a facilitator for the purchasing process, and in moments when they need some assistance from the brand, the Chatbot or any other assistant are also not seen as a facilitator, and in these cases the generation follows the more traditional behavior, preferring interaction with a human.
Population aging, driven mainly by longevity and quality of life, is a demographic trend that has a major impact on the global economy. In order for this generation, the so-called Baby Boomers (born between 1946 and 974), to have their needs met, companies need to adapt their products and services to the specific characteristics of this population, as well as, the implementation of new technologies in the purchasing process, needs to be considered in order to guarantee the full inclusion of this public. In this way, Artificial Intelligence brings resources that can help them in the online purchasing process. Tools such as Intelligent Search and Recommendation, Personalized Ads and Virtual Assistants can be fundamental for companies to be able to reach the Baby Boomers generation, achieving differentiation and standing out from competitors. However, they need to have a full understanding of the generation's behavior, and how they perceive these resources in the purchasing process. Therefore, this study aims to understand the influence of AI on the purchasing behavior of the Baby Boomers generation. The specific objectives were to: Identify which Artificial Intelligence resources are part of the Baby Boomers' buying process and Understand whether or not Artificial Intelligence provides a differentiating experience for this generation. For the investigation, the methodology used was qualitative, with the intention of presenting in depth the generation's perception of the issue. After reviewing the literature and conducting the interviews, it can be seen that, with regard to the application of AI in the purchasing process, the generation perceives the ease and agility of the resources, but there is a certain distrust with regard to personal data and excessive advertising. And also regarding advertising, the generation is aware of personalized ads, however, they have no influence on the purchase. With regard to Intelligent Search and Recommendation, the generation perceives their efficiency and usefulness, and they have also shown great acceptance of using them in the purchasing process. As for resources such as Virtual Assistants, Amazon's Alexa is the one they use the most, and the purpose is generally for simpler tasks such as listening to the news, requesting music or as an alarm clock. They do not perceive this resource as a facilitator for the purchasing process, and in moments when they need some assistance from the brand, the Chatbot or any other assistant are also not seen as a facilitator, and in these cases the generation follows the more traditional behavior, preferring interaction with a human.
Description
Keywords
Comportamento de compra online Geração baby boomers Inteligência artificial Marketing