Artificial Intelligence in Electronic Commerce: Basic Chatbots and Consumer Journey
This study aims to empirically cover the impact of the use of artificial intelligence through chatbots on online retail in terms of content implemented in the communication process. The presented research brings a contribution to the specialized literature by analyzing the perceived utility and d...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Academy of Economic Studies of Bucharest
2021-02-01
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| Series: | Amfiteatru Economic |
| Subjects: | |
| Online Access: | https://www.amfiteatrueconomic.ro/temp/Article_2980.pdf |
| Summary: | This study aims to empirically cover the impact of the use of artificial intelligence through
chatbots on online retail in terms of content implemented in the communication process. The
presented research brings a contribution to the specialized literature by analyzing the
perceived utility and demonstrating the facility, key concepts of the Technology Acceptance
Model. In this sense, ten online stores in Romania were studied, selected according to the
number of users, the research being carried out through a non-reactive method - content
analysis. The method of data collection was that of the “mysterious client” in order not to
generate a change in the behavior of the entities studied. The interpretation of the data
obtained through the content grid allowed a horizontal and vertical approach that led to a
series of results that confirmed the low level of performance of market leaders, as well as the
high potential of this type of technology applied in the field. Regarding the impact of the use
of chatbots, it has been shown that poor quality of the content displayed to users affects the
consumer's journey, the point of satisfaction not being reached in these conditions |
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| ISSN: | 1582-9146 2247-9104 |