AI OCH TJÄNSTER : En kvantitativ studie om konsumenters inställning till AI inom tjänster

Autor:	Bremmers, Lina, Lingvall, Ellinor
Jazyk:	švédština
Rok vydání:	2023
Předmět:	Artificial Intelligence AI services mechanical thinking feeling service experience consumers Artificiell Intelligens tjänster Mekanisk Tänkande Kännande serviceupplevelse konsumenter Business Administration Företagsekonomi
Druh dokumentu:	Text
Popis:	SammanfattningTitel: AI och tjänster – en kvantitativ studie om konsumenters inställning till AI inom tjänster Nivå: Examensarbete på grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Lina Bremmers och Ellinor LingvallHandledare: Peter EkDatum: 2023 - juni Syfte: Syftet med studien är att undersöka konsumenters inställning till AI inom tjänster utifrån de tre kategorierna: mekanisk AI, tänkande AI och kännande AI. Utifrån kategorierna är syftet att besvara inom vilka tjänster konsumenterna har en positiv inställning till AI och om konsumenternas inställning förändras när AI ger en bättre serviceupplevelse. Metod: Studien har utförts utifrån en kvantitativ forskningsmetod med en deduktiv ansats. Undersökningen genomfördes i form av en enkät som förmedlades via sociala medier och läroverk och fick svar från 142 respondenter. Svaren analyserades genom univariat- samt bivariat analys i form av t-test. Resultat och slutsats: Resultatet visar att konsumenter är positivt inställda till användandet av AI för tjänster inom mekanisk AI och till viss del inom tänkande AI. Resultatet visar vidare att konsumenter har en negativ inställning till användandet av AI för tjänster inom kännande AI. Studiens resultat visar även att serviceupplevelsen påverkar konsumenters inställning till användandet av AI inom majoriteten av tjänsterna. Examensarbetets bidrag: Studiens syfte utgick från det forskningsgap som tidigare fanns och som innebar en avsaknad av ett konsumentperspektiv när det kommer till användning av AI inom tjänster. Detta examensarbete bidrar till forskningen genom att fylla detta gap. Förslag till fortsatt forskning: Studien har identifierat 3 punkter för framtida forskning. 1. Undersöka vilka andra påverkningsfaktorer som finns när det kommer till inställningen till AI. 2. Undersöka om inställningen till AI påverkas av demografi. 3. Genomföra denna studies undersökning igen i framtiden för att se om konsumenters inställning till AI har förändrats. Nyckelord: Artificiell Intelligens, AI, tjänster, Mekanisk, Tänkande, Kännande, serviceupplevelse, konsumenter. Title: AI and services - a quantitative study of consumer attitudes towards AI in services Level: Bachelor thesis in Business EconomicsAuthor: Lina Bremmers and Ellinor LingvallSupervisor: Peter EkDate: 2023 - june Aim: The aim of this study is to investigate consumers' attitudes towards AI in services based on the three categories: mechanical AI, thinking AI and knowledge AI. Based on the categories, the aim is to answer within which services consumers have a positive attitude towards AI and whether attitudes change when AI provides a better service experience. Method: The study has been carried out based on a quantitative research method with a deductive approach. The survey was carried out in the form of a questionnaire that was mediated via social media and the educational institution and received 142 answers. The answers were analyzed by univariate and bivariate analysis in the form of t-tests. Results and conclusions: The result shows that consumers are positively disposed to the use of AI for services in mechanical AI and to some extent in thinking AI. The result further shows that consumers have a negative attitude towards the use of AI for feeling AI services. The results of the study also show that the service experience affects consumers' attitude towards the use of AI within the majority of services. Contribution of the thesis: The purpose of the study was based on the research gap that previously existed and which meant a lack of a consumer perspective when it comes to the use of AI in services. This thesis contributes to the research by filling this gap. Suggestion for future research: The study has identified 3 points for future research. 1. Investigate what other influencing factors exist when it comes to the attitude towards AI. 2. Investigate whether the attitude to AI is influenced by demographics. 3. Conduct this study's survey again in the future to see if consumer attitudes toward AI have changed. Key words: Artificial Intelligence, AI, services, mechanical, thinking, feeling, service experience, consumers.
Databáze:	Networked Digital Library of Theses & Dissertations
Externí odkaz:	http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-42011 Zobrazit plný text záznamu