Stosunek polskich młodych dorosłych do chatbotów mobilnych w e-commerce – wybrane uwarunkowania
The Attitude of Polish Young Adults to Mobile Chatbots in E-commerce – Selected Conditions
Author(s): Małgorzata Budzanowska-DrzewieckaSubject(s): Social development, Social Informatics, Economic development, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Społeczna Akademia Nauk
Keywords: conversational programs; mobile chatbots; young adults; consumer innovation; e-commerce;
Summary/Abstract: The development of technology, including work on artificial intelligence, gives marketers new opportunities regarding communication with customers with the help of chatbots (including e-commerce). The aim of the research was to determine the attitude of Polish young adults to (mobile) chatbots in accordance with the TAM model (intention, attitude, ease and convenience of use) and links with consumer innovation. Statistical analyses (ANOVA and regression analysis) confirmed that innovation measured using the DSI scale (Goldsmith and Hofacker) is related to the attitude to chatbots in the surveyed group. Respondents manifest a sceptical attitude towards this new technology, while having little experience with it.
Journal: Przedsiębiorczość i Zarządzanie
- Issue Year: 19/2018
- Issue No: 6.2
- Page Range: 325-339
- Page Count: 15
- Language: Polish