Loading...
Publication
A influência da inteligência artificial no consumo de moda em Portugal : satisfação e valorização do consumidor
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.2 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Esta investigação teve como objetivos explorar o papel da inteligência artificial (IA) nos processos de comunicação entre marcas de moda e consumidor e analisar se os consumidores portugueses valorizam as soluções de IA apresentadas pelas marcas. Na revisão de literatura, foi destacada a importância da integração das novas tecnologias nas práticas de marketing e os seus desafios de forma a perceber a relevância da IA como ferramenta nas estratégias de comunicação. Foi desenhada uma metodologia quantitativa que procurou analisar a perceção do consumidor sobre a aplicação de soluções de IA no processo de consumo de produtos de moda online através da aplicação de um inquérito, que revelou que a amostra (N=202) no contexto da comunicação entre marcas e consumidor encontra-se satisfeita com a utilização das soluções de inteligência artificial - chatbots, agentes de recomendação e conteúdo publicitário personalizado - sendo que a solução que mais satisfaz os consumidores em mais aspetos são os agentes de recomendação e a solução mais utilizada são os chatbots. No contexto do produto e serviço, foram analisadas duas soluções de AI - as tecnologias de 'try-on' e 'sizing advice', que, apesar de não serem amplamente conhecidas, foram reconhecidas pelos consumidores pela sua utilidade, com uma valorização positiva da sua integração nas experiências de compra. Por fim, embora todos os inquiridos reconheçam os benefícios das tecnologias de IA, as mulheres tendem a classificá-las como mais facilitadoras e úteis no contexto do consumo de moda online. Os consumidores mais jovens valorizam principalmente a utilidade da tecnologia de sizing advice, enquanto os mais velhos destacam a facilidade e rapidez oferecidas pelas soluções estudadas. Estes resultados confirmam as hipóteses propostas, demonstrando que o consumidor digital português de marcas de moda valoriza as soluções de IA, mostrando-se satisfeito com a sua aplicação tanto no contexto da comunicação como no do produto/serviço. Assim, evidencia-se o impacto positivo que as tecnologias de IA podem ter na comunicação das marcas de moda.
This research aimed to explore the role of artificial intelligence (AI) in the communication processes between fashion brands and consumers, and to analyze whether Portuguese consumers value the AI solutions presented by brands. The literature review highlighted the importance of integrating new technologies into marketing practices and the challenges involved, to understand the relevance of AI as a tool in communication strategies. A quantitative methodology was designed to analyze consumer perceptions of the application of AI solutions in the online fashion product consumption process through a survey (N=202). The results showed that consumers are satisfied with the use of AI solutions in the context of communication between brands and consumers - such as chatbots, recommendation agents, and personalized advertising content. Recommendation agents were the solution that most satisfied consumers, while chatbots were the most used. In the context of products and services, two AI solutions were analyzed - ‘try-on’ and ‘sizing advice’ technologies. Although these technologies are not widely known, consumers recognized their usefulness and positively valued their integration into the shopping experience. Finally, while all respondents acknowledged the benefits of AI technologies, women were more likely to view them as helpful and useful in the context of online fashion consumption. Younger consumers primarily valued the utility of the ‘sizing advice’ technology, while older consumers emphasize the ease and speed provided by the studied solutions. These results confirm the proposed hypotheses, demonstrating that Portuguese digital consumers of fashion brands value AI solutions and are satisfied with their application in both communication and product/service contexts. This highlights the positive impact that AI technologies can have on fashion brand communication.
This research aimed to explore the role of artificial intelligence (AI) in the communication processes between fashion brands and consumers, and to analyze whether Portuguese consumers value the AI solutions presented by brands. The literature review highlighted the importance of integrating new technologies into marketing practices and the challenges involved, to understand the relevance of AI as a tool in communication strategies. A quantitative methodology was designed to analyze consumer perceptions of the application of AI solutions in the online fashion product consumption process through a survey (N=202). The results showed that consumers are satisfied with the use of AI solutions in the context of communication between brands and consumers - such as chatbots, recommendation agents, and personalized advertising content. Recommendation agents were the solution that most satisfied consumers, while chatbots were the most used. In the context of products and services, two AI solutions were analyzed - ‘try-on’ and ‘sizing advice’ technologies. Although these technologies are not widely known, consumers recognized their usefulness and positively valued their integration into the shopping experience. Finally, while all respondents acknowledged the benefits of AI technologies, women were more likely to view them as helpful and useful in the context of online fashion consumption. Younger consumers primarily valued the utility of the ‘sizing advice’ technology, while older consumers emphasize the ease and speed provided by the studied solutions. These results confirm the proposed hypotheses, demonstrating that Portuguese digital consumers of fashion brands value AI solutions and are satisfied with their application in both communication and product/service contexts. This highlights the positive impact that AI technologies can have on fashion brand communication.
Description
Keywords
Inteligência artificial Comunicação Marca Moda Consumo Digital Artificial intelligence Communication Brand Fashion Consumption
Pedagogical Context
Citation
Publisher
CC License
Without CC licence