Наблюдения върху използването на чат-ботовете в онлайн търговията. Качествено изследване с фокус групи
Observations on the Use of Chatbots in Online Commerce. A Qualitative Focus Group Study

Author(s): Yordan Karapenchev
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: chatbots; e-commerce; user experience; UI/UX design; copywriting; qualitative research; focus groups
Summary/Abstract: This article examines the use of chatbots in e-commerce as a communication and product phenomenon. The study was conducted using a qualitative method: focus group discussions with four groups of participants, differing in their level of technological literacy and experience with generative artificial intelligence and chatbots. The aim is to determine which elements of design, language, and interaction models are perceived as aesthetically pleasing and conducive to interaction, and which are seen as ineffective or off-putting. The results show that users perceive chatbots primarily as auxiliary tools for navigation and initial service, rather than as a substitute for human communication. The importance of transparency, minimalist design, formal language, and structured interaction patterns is emphasized for increasing satisfaction and willingness to use.

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