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Conversational Commerce: A Quantitative Study on Preferences towards AI-Fueled C-Commerce Platforms among Digital Natives in Sweden and Germany
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: E-commerce is widespread in today’s shopping routines and conversational commerce (CC) as an expansion, aims at integrating customers and businesses on a whole new level. Through the application of chatbots fueled by artificial intelligence, a more personal and individual way of remote shopping is offered.

Purpose: Our research question What potential attributes of AI-fueled CC applications and their possible inherent characteristics are determining the willingness to use them and to what extent, in the context of digital natives living in Sweden and Germany? aims at identifying the demanded attributes of conversational commerce from a consumer perspective.

Method: We facilitate a quantitative questionnaire with 118 valid answers to administer a traditional full-profile conjoint analysis.

Conclusion: Our results indicate that German digital natives deem a CC application’s behavior as the most important attribute, followed by payment method, personality and communication form (voice or text). The Swedish digital natives however, attach the most importance to the payment method, followed by behavior, communication form and personality. Both have in common that they prefer a rather passive behavior over being actively approached, a personality that is balanced between humor and seriousness and text-based communication over voice. A difference is the Swedish preference for direct in-app payment while German digital natives would select a redirection to a secondary payment provider (e.g. PayPal).

Place, publisher, year, edition, pages
2019. , p. 97
Keywords [en]
Conversational Commerce, E-Commerce, Chatbot, Instant Message, Voice Assistant, Artificial Intelligence
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hj:diva-43819ISRN: JU-IHH-GMT-2-20190062OAI: oai:DiVA.org:hj-43819DiVA, id: diva2:1318807
Subject / course
JIBS, Economics
Supervisors
Examiners
Available from: 2019-07-03 Created: 2019-05-28 Last updated: 2019-07-03Bibliographically approved

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Jönköping International Business School
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf