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Abstract(s)
Nos dias de hoje, as empresas estão aos poucos a investir e aplicar a tecnologia de chatbots como um novo meio de comunicação entre consumidores digitais. Devido ao tema ainda ser um pouco embrionário e com faltas de pesquisa relacionadas com o âmbito do mercado, o propósito deste estudo é, para além da exploração do conceito de Mobile Commerce, conseguir descrever a experiência de uso de Chatbots do utilizador português como ferramenta de interação com as empresas. O modelo de pesquisa é baseado na revisão de literatura mais epecificamente nos conceitos de E-Commerce, Mobile Commerce, Conversational Agents e chatbots. Os dados são recolhidos através de inquérito com 152 respostas válidas e todos os objetivos de pesquisa foram respondidos. Neste sentido, as conclusões gerais referem que mais de metade da amostra tem conhecimento da tecnologia e que a maioria destes, apresenta uma perceção positiva face ao Chatbot. Em termos do perfil, observamos que os utilizadores do sexo masculino até aos 25 anos são os mais conhecedores e interessados sobre a tecnologia, assim como a tendência de quanto menor a idade do utilizador, melhor a sua impressão face aos chatbots. No que concerce a contributos para a gestão, foi também possível comprovar, para o mercado português, a tendência demonstrada em estudos globais no que refere à maior utilização de aplicativos de mensagens face às redes sociais. Como recomendações futuras a realização de novos estudos sobre os conceitos emergentes de chatbot e a sua relação com o Mobile Commerce e Social Media com um aprofundamento maior no que toca aos motivos de alguma rejeição da tecnologia.
Nowadays, companies are slowly investing and applying chatbots technology as a new medium of communication between digital consumers. Because the topic is still somewhat embryonic and lacking research related to the scope of the market, the purpose of this study is, in addition to exploring the concept of Mobile Commerce, is able to describe the experience of using Portuguese User Chatbots as a tool for interaction with business. The research model is based on the literature review more specifically in the concepts of E-Commerce, Mobile Commerce, Conversational Agents and chatbots. Data are collected through survey with 152 valid responses and all search goals were answered. In this sense, the general conclusions indicate that more than half of the sample is aware of the technology and that most of them, presents a positive perception regarding Chatbot. In terms of the profile, we observed that male users up to the age of 25 are the most knowledgeable and interested about technology, as well as the tendency of the younger the user, the better his impression of chatbots. As regards contributions to management, it was also possible to prove, for the Portuguese market, the trend demonstrated in global studies regarding the greater use of messaging applications in relation to social networks. As future recommendations, new studies on the emerging concepts of chatbot and their relationship with Mobile Commerce and Social Media will be carried out with a deeper understanding of the reasons for some rejection of the technology.
Nowadays, companies are slowly investing and applying chatbots technology as a new medium of communication between digital consumers. Because the topic is still somewhat embryonic and lacking research related to the scope of the market, the purpose of this study is, in addition to exploring the concept of Mobile Commerce, is able to describe the experience of using Portuguese User Chatbots as a tool for interaction with business. The research model is based on the literature review more specifically in the concepts of E-Commerce, Mobile Commerce, Conversational Agents and chatbots. Data are collected through survey with 152 valid responses and all search goals were answered. In this sense, the general conclusions indicate that more than half of the sample is aware of the technology and that most of them, presents a positive perception regarding Chatbot. In terms of the profile, we observed that male users up to the age of 25 are the most knowledgeable and interested about technology, as well as the tendency of the younger the user, the better his impression of chatbots. As regards contributions to management, it was also possible to prove, for the Portuguese market, the trend demonstrated in global studies regarding the greater use of messaging applications in relation to social networks. As future recommendations, new studies on the emerging concepts of chatbot and their relationship with Mobile Commerce and Social Media will be carried out with a deeper understanding of the reasons for some rejection of the technology.
Description
Versão final (Esta versão contém as críticas e sugestões dos elementos do júri)
Keywords
Chatbots Mobile commerce E-commerce Conversational agents