没有合适的资源?快使用搜索试试~ 我知道了~
The consumer attitude towards AI in marketing 消费者对营销中人工智能的态度.pdf
1.该资源内容由用户上传,如若侵权请联系客服进行举报
2.虚拟产品一经售出概不退款(资源遇到问题,请及时私信上传者)
2.虚拟产品一经售出概不退款(资源遇到问题,请及时私信上传者)
版权申诉
0 下载量 109 浏览量
2024-04-05
15:49:36
上传
评论
收藏 1.72MB PDF 举报
温馨提示
试读
83页
The consumer attitude towards AI in marketing 消费者对营销中人工智能的态度.pdf
资源推荐
资源详情
资源评论
1
The consumer attitude towards AI in
marketing
- An experimental study of consumers attitudes and purchase
intention
Master Degree project
Thesis within: Business administration
(marketing)
Number of credits: 30
Programme of study: Civilekonomporgrammet
Authors: Frida Eickhoff
Leonid Zhevak
Tutor: Ulf Aagerup
Jönköping May 2023
2
Master Thesis in Business Administration
Title: The consumer attitude towards AI in marketing
Authors: Frida Eickhoff and Leonid Zhevak
Tutor: Ulf Aagerup
Date: 2023-05-22
Key terms: AI in marketing, diffusion of Innovation theory, consumer attitudes, Theory of
planned behaviour, purchase intention, email marketing
Abstract
The use of AI has developed during the recent decades, and the application of it within
different markets is continually growing. The application of it within marketing comes with
different benefits that allow businesses to engage with the consumer and build a stronger
relationship. The more AI is becoming applied in marketing, the more important it is to
understand the consumers attitude towards its usage and effect of it on consumer purchase
intention. The purpose of this study is to explore the effect of consumer attitudes towards AI-
generated content within email marketing on purchasing intention. Theory of planned
behavior and diffusion of innovations theory are applied to formulate the hypotheses. The
research was conducted using a quantitative method in an experimental context. An online
survey divided into two parts was developed and distributed to participants in Sweden in ages
from 18 and above. A total of 114 respondents were recorded in the first survey and of those,
71 respondents were recorded in the second survey. The data was then analyzed in SPSS. The
results from the survey showed the element of compatibility within the theory of diffusion of
innovation having a significant and positive effect on consumers attitude towards AI-usage in
marketing. The relationship between the observability element and attitude was found to be
non-significant. Additionally, no significant difference was found when comparing the
experimental group and the control group. Lastly, attitude towards AI was found to have a
significant and positive effect on purchasing intention in the experimental group.
3
Acknowledgments
The authors of this thesis paper are forever grateful for the support and encouragement
provided by different individuals that have been involved in the process of conducting this
thesis.
First, we would like to express a thank you to our tutor and supervisor Ulf Aagerup, that have
shown interest in our research and provided us with advice and thoughts that have contributed
to the evolving process of the thesis. Continually are we also grateful for the support and
advice provided by out seminar group, that has taken the time to provide deep and meaningful
feedback during the semester.
Further on, we would like to thank all the participants in the survey, for giving us your time to
conduct the survey and provide information valuable for the thesis.
Finally, we would like to express a thank you to our friends and family for giving us energy
and support to write the thesis during the late-night study sessions.
Frida Eickhoff Leonid Zhevak
Jönköping International Business School
May 2023
4
5
Table of Contents
ABSTRACT .............................................................................................................................. 2
ACKNOWLEDGMENTS ....................................................................................................... 3
1.1 BACKGROUND ........................................................................................................... 7
1.2 PROBLEM ....................................................................................................................... 10
1.3 PURPOSE & RESEARCH QUESTION ........................................................................ 11
1.4 DELIMITATIONS ........................................................................................................... 11
1.5 DEFINITIONS ................................................................................................................. 12
2. FRAME OF REFERENCE ............................................................................................... 12
2.1 AI IN MARKETING ............................................................................................................ 12
2.2 FACTORS AFFECTING ATTITUDE TOWARDS AI ................................................................. 15
2.3 DIFFUSION OF INNOVATION ............................................................................................. 16
2.4 ATTITUDE ........................................................................................................................ 19
2.5 THEORY OF PLANNED BEHAVIOR ..................................................................................... 21
2.6 PURCHASE INTENTION ..................................................................................................... 23
3. CONCEPTUAL FRAMEWORK ..................................................................................... 25
4. METHOD ............................................................................................................................ 26
4.1 RESEARCH PHILOSOPHY .................................................................................................. 26
4.2 RESEARCH APPROACH ..................................................................................................... 27
4.3 RESEARCH STRATEGY ..................................................................................................... 28
4.4 DATA COLLECTION .......................................................................................................... 33
4.5 ETHICS ............................................................................................................................. 36
4.6 VALIDITY AND RELIABILITY ............................................................................................ 39
5. RESULTS ............................................................................................................................ 41
5.1 DESCRIPTIVE STATISTICS ................................................................................................. 41
5.2 RELIABILITY ANALYSIS ................................................................................................... 42
5.3 HOMOSCEDACITY AND MULTICOLLINEARITY .................................................................. 45
5.4 HYPOTHESES TESTING H1 AND H2 WITH LINEAR REGRESSION ANALYSIS ....................... 47
剩余82页未读,继续阅读
资源评论
百态老人
- 粉丝: 2220
- 资源: 2万+
下载权益
C知道特权
VIP文章
课程特权
开通VIP
上传资源 快速赚钱
- 我的内容管理 展开
- 我的资源 快来上传第一个资源
- 我的收益 登录查看自己的收益
- 我的积分 登录查看自己的积分
- 我的C币 登录后查看C币余额
- 我的收藏
- 我的下载
- 下载帮助
安全验证
文档复制为VIP权益,开通VIP直接复制
信息提交成功