| Abstract [eng] |
The FMT described in brief: The study was conducted to investigate and compare the impact of chatbots and conversational AI while shopping online on the purchase intentions of the consumers to help the businesses make strategies that would help them to increase their selling’s. Problem, objective, and tasks of the FMT: The lack of distinction in the impact of chatbots and conversational AI on purchase decisions leads to a knowledge gap which businesses struggle to make informed decisions regarding the technology they should adopt. The key objective of this research is to explore and compare the effect of chatbots and conversational AI on consumer purchase behaviors, specifically in context of perceived usefulness (PU), perceived ease of use (PEOU), perceived service quality (PSQ) and satisfaction levels (SAT) in the context of shopping online. The main tasks of paper include to test how consumers respond to interaction with chatbots and conversational AI, to determine the effect of these tools in the purchasing decision and to draw conclusions on how to improve the design of digital assistants to support conversational commerce. 3 Research methods used in the FMT: The research is conducted using quantitative data collection methods, that require empirical data to be gathered in the form of an online surveys. Differences and relationships among variables are analyzed with the help of statistical tools like ttests or regression analysis. Research results obtained in FMT: Conversational AI users reported higher levels of satisfaction and purchase intentions, with substantial differences found between the two groups. The moderation analysis confirmed that Conversational AI strengthens the relationship between PEOU, PSQ, and CPI, making it more effective in driving user engagement and purchasing decisions compared to traditional Chatbots. Conclusions of the FMT: This study confirms that Conversational AI is a more effective tool in driving engagements and consumer purchase intentions compared to traditional Chatbots. Businesses are encouraged to adopt and further develop conversational AI technologies to stay competitive in the evolving landscape of conversational commerce. This research recommends that those businesses which invest in and optimize Conversational AI will be better positioned to enhance user engagement, satisfaction, and purchasing behavior. By focusing on personalization, service quality, and seamless integration into the customer journey, companies can improve the effectiveness of their digital assistants and gain a competitive edge in the rapidly evolving landscape of conversational commerce. |
