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Artificiell intelligens inom detaljhandeln: en kvantitativ studie om konsumentattityd
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2023 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Slutsatsen av denna studie är att en mängd varierande faktorer påverkar en konsuments attityd, både vad gäller artificiell intelligens (AI) men också attityder gentemot företagen som brukar den sagda teknologin. I enlighet med The Technology Acceptance Model (Davies, 1989) är konsumentens uppfattning om huruvida AI personligen kommer gynna dem av yttersta vikt. Såvida ingen vinning uppfattas kommer attityden gentemot AI påverkas negativt. Ytterligare har även faktorer som riskbenägenhet, annonsrelevans och subjektiva normer betydelse i vad som är en konsuments attityd gentemot AI och företag.

Abstract [en]

The conclusion of this study is that a number of varying elements are affecting the consumer attitude, against artificial intelligence (AI) –but also towards the specific companies who utilize AI. Corresponding with The Technology Acceptance Model (Davies, 1989), the perception of whether AI will benefit the consumer or not is essential. Should no gain be perceived, the attitude towards AI will be affected negatively. Furthermore, aspects such as risk beliefs, ad relevance and subjective norms are elements to consider regarding consumer attitude towards AI and subsequently retail companies.

Place, publisher, year, edition, pages
2023. , p. 45
Keywords [en]
Artificial intelligence, marketing, risk beliefs, personalization, attitude, perceived usefullness
Keywords [sv]
Artificiell intelligens, marknadsföring, riskbedömning, personifiering, attityd, upplevd användbarhet
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-62674OAI: oai:DiVA.org:mdh-62674DiVA, id: diva2:1760711
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2023-06-12 Created: 2023-05-30 Last updated: 2023-06-12Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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Language
  • de-DE
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  • en-US
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  • nn-NO
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  • Other locale
More languages
Output format
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