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Abstract(s)
A digitalização tem reformulado significativamente os cenários socioeconómicos e
tecnológicos nas últimas décadas. A Inteligência Artificial (IA) emergiu como uma força
predominante nessa transformação, com um impacto profundo na maneira como os
consumidores interagem com tecnologias avançadas. Este estudo foca na IA generativa (IA Gen),
uma subcategoria da IA, que se destaca por criar conteúdo original em resposta a inputs do
usuário, e suas implicações no campo do marketing. O objetivo desta dissertação é explorar os
fatores que influenciam a aceitação e adoção da IA Gen pelos consumidores, especificamente no
marketing. A motivação para este estudo deriva da crescente integração da IA nas atividades
diárias e da necessidade de compreender as discrepâncias na aceitação dos sistemas de IA pelos
usuários, que é essencial para as empresas que procuram integrar a IA em seus produtos e serviços
de forma eficaz. O estudo visa identificar como a perceção de utilidade e a influência social afetam
a intenção de uso da IA Gen, bem como examinar a relação entre as expectativas de desempenho
e as condições facilitadoras com a utilidade percebida da tecnologia. A metodologia adotada foi
quantitativa, baseada num levantamento de dados junto a estudantes de marketing que
representam futuros profissionais no campo. Os dados foram analisados utilizando modelagem
por equações estruturais (SEM), para testar várias hipóteses relacionadas à aceitação e adoção da
IA Gen. Os resultados mostram que a eficácia percebida dos sistemas baseados em IA Gen tem
um impacto significativo na utilidade percebida, enquanto a influência social mostra um impacto
notável na intenção de uso destes sistemas. As condições facilitadoras e as expectativas de
desempenho não mostraram um impacto significativo na utilidade percebida, sugerindo uma
discrepância entre as expectativas dos usuários e as capacidades atuais da tecnologia. As
conclusões reforçam a necessidade de alinhar as funcionalidades dos sistemas de IA Gen com as
expectativas dos consumidores para melhorar sua perceção de utilidade e, consequentemente, a
aceitação no mercado. Também destaca a importância da influência social na adoção de novas
tecnologias, sugerindo que as estratégias de marketing devem enfatizar o endosso social e os
testemunhos para potencializar a adoção da IA Gen. Adicionalmente, sugere-se que uma
comunicação eficaz sobre as capacidades e benefícios da IA Gen pode mitigar as incertezas e
melhorar a aceitação do consumidor. Finalmente, este estudo contribui para a literatura
académica ao ampliar a compreensão sobre os fatores que influenciam a aceitação da IA Gen e
oferece implicações práticas para profissionais de marketing sobre como implementar estratégias
de IA de maneira mais eficaz, considerando tanto as características técnicas quanto os aspetos
sociais envolvidos na adoção de novas tecnologias.
Digitalization has significantly reshaped socioeconomic and technological scenarios in recent decades. Artificial Intelligence (AI) has emerged as a predominant force in this transformation, having a profound impact on the way consumers interact with advanced technologies. This study focuses on generative AI (AI Gen), a subcategory of AI, which stands out for creating original content in response to user input, and its implications in the field of marketing. The objective of this dissertation is to explore the factors that influence the acceptance and adoption of AI Gen by consumers, specifically in marketing. The motivation for this study stems from the increasing integration of AI into daily activities and the need to understand discrepancies in user acceptance of AI systems, which is essential for companies looking to integrate AI into their products and services effectively. The study aims to identify how perceived usefulness and social influence affect the intention to use AI Gen, as well as examine the relationship between performance expectations and facilitating conditions with the perceived usefulness of the technology. The methodology adopted was quantitative, based on a data survey among marketing students who represent future professionals in the field. Data was analyzed using structural equation modeling (SEM), to test several hypotheses related to the acceptance and adoption of Gen AI. The results show that the perceived effectiveness of Gen AI-based systems has a significant impact on perceived usefulness, while the influence social network shows a notable impact on the intention to use these systems. Enabling conditions and performance expectations did not show a significant impact on perceived usefulness, suggesting a discrepancy between users' expectations and the technology's current capabilities. The conclusions reinforce the need to align the functionalities of Gen AI systems with consumer expectations to improve their perception of usefulness and, consequently, market acceptance. It also highlights the importance of social influence in the adoption of new technologies, suggesting that marketing strategies should emphasize social endorsement and testimonials to enhance the adoption of Gen AI. Additionally, it is suggested that effective communication about the capabilities and benefits of AI Gen AI can mitigate uncertainty and improve consumer acceptance. Finally, this study contributes to the academic literature by expanding understanding of the factors that influence the acceptance of Gen AI and offers practical implications for marketers on how to implement AI strategies more effectively, considering both technical characteristics and aspects involved in the adoption of new technologies.
Digitalization has significantly reshaped socioeconomic and technological scenarios in recent decades. Artificial Intelligence (AI) has emerged as a predominant force in this transformation, having a profound impact on the way consumers interact with advanced technologies. This study focuses on generative AI (AI Gen), a subcategory of AI, which stands out for creating original content in response to user input, and its implications in the field of marketing. The objective of this dissertation is to explore the factors that influence the acceptance and adoption of AI Gen by consumers, specifically in marketing. The motivation for this study stems from the increasing integration of AI into daily activities and the need to understand discrepancies in user acceptance of AI systems, which is essential for companies looking to integrate AI into their products and services effectively. The study aims to identify how perceived usefulness and social influence affect the intention to use AI Gen, as well as examine the relationship between performance expectations and facilitating conditions with the perceived usefulness of the technology. The methodology adopted was quantitative, based on a data survey among marketing students who represent future professionals in the field. Data was analyzed using structural equation modeling (SEM), to test several hypotheses related to the acceptance and adoption of Gen AI. The results show that the perceived effectiveness of Gen AI-based systems has a significant impact on perceived usefulness, while the influence social network shows a notable impact on the intention to use these systems. Enabling conditions and performance expectations did not show a significant impact on perceived usefulness, suggesting a discrepancy between users' expectations and the technology's current capabilities. The conclusions reinforce the need to align the functionalities of Gen AI systems with consumer expectations to improve their perception of usefulness and, consequently, market acceptance. It also highlights the importance of social influence in the adoption of new technologies, suggesting that marketing strategies should emphasize social endorsement and testimonials to enhance the adoption of Gen AI. Additionally, it is suggested that effective communication about the capabilities and benefits of AI Gen AI can mitigate uncertainty and improve consumer acceptance. Finally, this study contributes to the academic literature by expanding understanding of the factors that influence the acceptance of Gen AI and offers practical implications for marketers on how to implement AI strategies more effectively, considering both technical characteristics and aspects involved in the adoption of new technologies.
Description
Keywords
Aceitação de Ia Adoção de Tecnologia Comportamento do
Consumidor Estratégias de Marketing Influência Social Inteligência Artificial Generativa (Ia Gen) Pls-Sem.