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Abstract(s)
O estudo da presente dissertação tem como foco a influĂȘncia dos Agentes Inteligentes no processo de conversĂŁo, nomeadamente, em processos de compras efetuadas de forma eletrĂłnica no conceito de negĂłcio para Cliente final e de empresa para empresa. A presente investigação tem como principal foco perceber se os Agentes Inteligentes utilizados em diversas situaçÔes (e outros que possam surgir) tĂȘm real impacto nos processos de venda.
Tendo como base o tĂłpico em questĂŁo a investigação foi iniciada com a explicação e definição do tema âAgente Inteligenteâ de uma forma geral, sendo segmentado depois a informação do estudo para os AI aplicados ao marketing. De seguida foi elaborada abordagem ao processo de conversĂŁo, incluĂdo no funil de vendas das entidades (tratando-se do Ășltimo passo deste funil) tendo sido efetuada comparação com o processo de jornada do consumidor, que, parecido com o funil de vendas, tem no processo de conversĂŁo uma das fases finais, nĂŁo sendo, no entanto, a Ășltima.
O estudo teve como principal base a anĂĄlise de AI desenvolvida por Kumar et al. (2015) sobre a forma como sĂŁo aplicados os AI no marketing, nomeadamente em que bases, estratĂ©gias utilizadas e aplicaçÔes possĂveis. Com base no estudo efetuado, foi possĂvel criar o inquĂ©rito que permitisse perceber de que forma os AI tĂȘm ou nĂŁo influĂȘncia na aquisição de bens e serviços por parte dos consumidores finais no processo de compras eletrĂłnico.
No estudo do funil de vendas a base de trabalho teve como ponto de partida a anålise desenvolvida por Cooper e Budd (2006) onde são analisados os diversos estados do funil de vendas bem como métodos e atuação em cada um deles. Foi igualmente analisada a jornada do consumidor, com base no estudo de Edelman (2010) onde são igualmente apresentados os estados do consumidor, mas é elaborada uma diferente abordagem à forma como o Cliente converte a ação de compra. O questionårio elaborado contou com uma amostra de 105 inquiridos, onde as diferentes estratégias de abordagem dos AI foram apresentadas, por forma a perceber quais destas terão resposta mais positiva.
A fase final da presente dissertação apresenta-nos a conclusĂŁo do estudo relativo ao questionĂĄrio elaborado, com dados relativos Ă s respostas dos inquiridos permitindo tirar dados sobre a influĂȘncia dos AI no processo de conversĂŁo.
O presente estudo permitiu concluir que os AI tĂȘm efetivamente influĂȘncia no processo de conversĂŁo sendo que o impacto varia mediante cada tipo de AI aplicado e mediante o tipo de ação envolvida.
The intelligent agents importance itâs growing every year in many sectors, marketing (as well digital marketing) included. The present research was developed to understand how the intelligent agents influence the conversion process of the users and companies at the digital buying process. Regarding the main topic, the study starts explaining what intelligent agents are at a general level and, in specific, at a marketing level. After presenting the intelligent agent concept the study presents the conversion concept, including the sales funnel approach, comparing it with the consumer journey and explaining how both concepts works, in which both have the conversion point, having however, at the consumer journey a different approach, different from the sales funnel. Based on Kumar et al. (2015) research, this research presents how intelligent agents are used in marketing, namely, their bases, strategies and possible applications. Based on this study it was possible to develop an online survey to try to determine if the intelligent agents has influence in the buying process. Regarding the sales funnel the research was based mostly at the Cooper & Budd (2006) study, where the different funnel states are studied as well as acting methods for each of them. For the consumer journey the study was based on Edelman (2010) research, among others, where are presented the different stages of the buyer and itâs presented a different approach how buyers convert. The online survey had 105 respondents at which different intelligent agents strategies were presented so we could understand which IA had a better answer. The studies final process presents conclusions regarding the online survey, with the data from the answers that allowed to understand how intelligent agents influences the conversion process. With this work we could understand that the intelligent agents influence the conversion process, with different impact through each intelligent agents used and through each action involved.
The intelligent agents importance itâs growing every year in many sectors, marketing (as well digital marketing) included. The present research was developed to understand how the intelligent agents influence the conversion process of the users and companies at the digital buying process. Regarding the main topic, the study starts explaining what intelligent agents are at a general level and, in specific, at a marketing level. After presenting the intelligent agent concept the study presents the conversion concept, including the sales funnel approach, comparing it with the consumer journey and explaining how both concepts works, in which both have the conversion point, having however, at the consumer journey a different approach, different from the sales funnel. Based on Kumar et al. (2015) research, this research presents how intelligent agents are used in marketing, namely, their bases, strategies and possible applications. Based on this study it was possible to develop an online survey to try to determine if the intelligent agents has influence in the buying process. Regarding the sales funnel the research was based mostly at the Cooper & Budd (2006) study, where the different funnel states are studied as well as acting methods for each of them. For the consumer journey the study was based on Edelman (2010) research, among others, where are presented the different stages of the buyer and itâs presented a different approach how buyers convert. The online survey had 105 respondents at which different intelligent agents strategies were presented so we could understand which IA had a better answer. The studies final process presents conclusions regarding the online survey, with the data from the answers that allowed to understand how intelligent agents influences the conversion process. With this work we could understand that the intelligent agents influence the conversion process, with different impact through each intelligent agents used and through each action involved.
Description
VersĂŁo final (Esta versĂŁo contĂ©m as crĂticas e sugestĂ”es dos elementos do jĂșri)
Keywords
Agente inteligente Comércio eletrónico Conversão Funil de vendas Jornada consumidor Electronic commerce Consumer journey. Inteligent agent Conversion Sales funnel