Date: 2024-05-30 Course: Bachelor thesis in Business Administration, 15 cr School of Business, Society and Engineering, Mälardalen University Authors: Jonathan Granlund & David Lundström Title: Unveiling the Impact of AI-Powered Chatbots on Customer Acceptance in Sweden Supervisor:Emre Yildiz Keywords: AI-Chatbots. Technology Acceptance Model. Artificial Intelligence in Sweden. Artificial Intelligence in Customer Relations Research question: What are the effects of AI-based chatbots on customer acceptance in Sweden, including usefulness, ease of use, and trust? Purpose: This study aims to ascertain the ways in which perceived usefulness, ease of use, trust, information, innovativeness, and personalization affect customers' acceptance of AI chatbots in Sweden. Method: To get information on participants' opinions and future intentions about AI-powered chatbots, 150 people were asked to complete a survey to which 114 responded. To verify the proposed connections between the identified parameters and customer acceptance, the data was examined. Conclusion: The results validate that the behavioral intention to use AI-based chatbots is positively influenced by perceived usefulness, innovativeness, and personalization. Meanwhile perceived ease of use, trust and information were proved to be non-significant. These findings suggest that increasing chatbots' perceived usefulness, innovativeness and customization can encourage more people to use them. The factors influencing the acceptance of AI chatbots are empirically demonstrated in this study, which can help organizations and developers improve customer acceptance and engagement in the Swedish market. The study also emphasizes how crucial it is to use efficient marketing techniques and unambiguous communication to educate consumers about the features and advantages of AI chatbots, which will eventually lead to increased acceptance rates in customer applications.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-67020 |
| Date | January 2024 |
| Creators | Lundström, David, Granlund, Jonathan |
| Publisher | Mälardalens universitet, Akademin för ekonomi, samhälle och teknik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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