聊天GPT对数字营销客户体验的影响:研究调节角色
1Marketing Department, College of Business Administration, Imam Abdulrahman Bin Faisal University, Saudi Arabia.
Heliyon
|August 14, 2023
概括
聊天GPT显著提高了数字营销的客户体验,与技术熟悉,业务类型,年龄和教育水平发挥关键的调节作用. 性别没有显著影响.
科学领域:
- 数字营销 数字营销 数字营销
- 人工智能的人工智能
- 客户体验 客户体验
背景情况:
- 聊天GPT是一种对话式AI,在数字营销中越来越多地采用它来吸引客户参与.
- 了解其对客户体验的影响对企业至关重要.
研究的目的:
- 调查ChatGPT对数字营销中的客户体验的影响.
- 检查调节因素:业务类型,熟悉技术,性别,年龄和教育.
主要方法:
- 通过开放式访问问卷收集电子数据.
- 394个与ChatGPT互动的客户参与了数字营销.
- 统计分析以确定缓和效应.
主要成果:
- 熟悉技术,业务类型,年龄和教育水平显著调节了聊天GPT使用和客户体验之间的关系.
- 客户对数字营销的满意度受到这些调节因素的影响.
- 发现性别没有显著的缓和作用.
结论:
- 像ChatGPT这样的对话性AI为增强数字营销客户体验提供了有价值的工具.
- 建议根据用户人口统计和熟悉度量身定制AI交互,以获得最佳结果.
- 进一步的研究可以探索其他AI模型和上下文因素.
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