Factors Shaped Ai Marketing In Customer Service Assistants On The Attitudes Of Generation Z As Chat Gpt Users And Chat Gpt Non Users
Year: 2024
Type: conference-paper
Study design: Observational Study
Abstract: Chat GPT is a great conversational language model that implicitly generates knowledge access. Nevertheless, this technology’s impact on instruction quality is still unknown, especially regarding the risks and concerns of embracing Chat GPT. Assessing this prospective tool's acceptability and usability is necessary. As a new technology, Generation Z's attitude toward ChatGPT can be examined in the framework of AI in marketing. This study aims to explore Generation Z's view of AI marketing in customer service assistants, an area rarely explored in previous research. In particular, it examines the attitudes of Generation Z ChatGPT users and non-users towards AI-assisted customer service in the marketing context. This study employed an online survey to gather data, using a factor analysis of 370 respondents and one-way ANOVA for the analysis method. The findings revealed the factors that shaped AI Marketing in customer service assistants on the attitude of generation Z cohorts as GPT Users and GPT Non-User demonstrated. The principal Component Analysis highlighted factors influencing ChatGPT attitudes, such as technology innovativeness, perceived risk, and anxiety among non-users. Users were driven by cognitive behaviour factors, perceived usefulness, affective, peer influence, innovation, and ease of use. The findings offer valuable managerial implications, shedding light on AI in marketing with distinct perspectives, especially when comparing ChatGPT users to non-users, revealing important insights into their preferences and behaviours between Generation Z.
Author: Seprianti Eka Putri
Language: English
Topic: AI in Service Interactions
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: hybrid
OpenAlex ID: W4409440538