مدیریت استراتژیک هوشمند

مدیریت استراتژیک هوشمند

تأثیر چت‌بات‌های هوش مصنوعی بر تصمیم‌های خرید آنلاین با استفاده از مدل‌های پذیرش فناوری و رفتار برنامه‌ریزی‌شده

نوع مقاله : مقاله پژوهشی

نویسندگان
گروه کارآفرینی فناورانه، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران
چکیده
این پژوهش با هدف بررسی تأثیر چت‌بات‌های هوش مصنوعی بر تصمیمات خرید آنلاین مصرف‌کنندگان با تلفیق مدل پذیرش فناوری و نظریه رفتار برنامه‌ریزی‌شده چارچوبی نوآورانه برای تحلیل رفتار مصرف‌کننده در مواجهه با فناوری‌های نوین نظیر چت‌بات‌های هوش مصنوعی ارائه می‌دهد. این مطالعه از نظر هدف کاربردی و از نوع ساختاری_علّی است. جامعه آماری پژوهش شامل مصرف‌کنندگان خرید آنلاین در شهر تهران بود که تجربه استفاده از چت‌بات‌های هوش مصنوعی برای خرید آنلاین داشته‌اند. نمونه آماری شامل 104 نفر بود که از طریق روش نمونه‌گیری هدفمند در دسترس انتخاب شدند و داده‌ها با استفاده از پرسشنامه استاندارد مبتنی بر طیف لیکرت 5 تایی جمع‌آوری شدند. تحلیل داده‌ها با نرم‌افزار SmartPLS و روش مدل‌سازی معادلات ساختاری انجام شد. نتایج نشان داد که نگرش مثبت و هنجارهای ذهنی نسبت به چت‌بات‌های هوش مصنوعی تأثیر معنی‌داری بر اعتماد به برند و عشق به برند دارد، که این عوامل به نوبه خود تصمیمات خرید آنلاین را تحت تأثیر قرار می‌دهند. بااین‌حال، سهولت درک‌شده و مزایای درک‌شده چت‌بات‌ها نقش تعدیل‌گری معنی‌داری در رابطه بین نگرش به چت‌بات‌ها و اعتماد به برند نداشتند. نتیجه‌گیری شد که چت‌بات‌های هوش مصنوعی با تقویت اعتماد و پیوند عاطفی با برند، رفتار خرید آنلاین را بهبود می‌بخشند، اما طراحی بهینه‌تر چت‌بات‌ها برای افزایش سهولت و سودمندی درک‌شده ضروری است. این یافته‌ها به کسب‌وکارها توصیه می‌کند که با بهبود طراحی چت‌بات‌ها و توجه به هنجارهای اجتماعی، تجربه مصرف‌کننده و وفاداری به برند را تقویت کنند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

The impact of artificial intelligence chatbots on online purchasing decisions using technology acceptance models and planned behavior

نویسندگان English

Tayebeh Nikraftar
Abolghasem Arabiun
vajihe saraj
Ascociate Department of Technological Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran Professor
چکیده English

This research aims to examine the impact of AI chatbots on consumers' online purchase decisions by integrating the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), providing an innovative framework for analyzing consumer behavior in the face of emerging technologies such as AI chatbots. The study is applied in purpose and structural-causal in nature. The research population consisted of online shoppers in Tehran who had experience using AI chatbots for online purchases. The sample size included 104 individuals selected through purposive convenience sampling, and data were collected using a standard questionnaire based on a 5-point Likert scale. Data analysis was performed using SmartPLS software and structural equation modeling (SEM). The results indicated that positive attitudes and subjective norms toward AI chatbots have a significant impact on brand trust and brand love, which in turn influence online purchase decisions. However, perceived ease of use and perceived usefulness of chatbots did not have a significant moderating role in the relationship between attitudes toward chatbots and brand trust. It was concluded that AI chatbots enhance online buying behavior by strengthening trust and emotional attachment to the brand, but more optimal chatbot design is essential to increase perceived ease and usefulness. These findings recommend that businesses strengthen consumer experience and brand loyalty by improving chatbot design and paying attention to social norms.



C

کلیدواژه‌ها English

Artificial Intelligence Chatbots
Online Purchase Decision
Technology Acceptance Model
Planned Behavior Model
Online Purchase Platforms
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