Akzeptanz von Chatbots im Consumer-Marketing

Chatbots are user innovations with great promise for consumer marketing, whereby consumer acceptance is critical to their success. This acceptance can be measured using technology acceptance models. Timo Diers develops an acceptance model specifically for text-based conversational interfaces in marketing. With the help of a structural equation analysis and a chatbot specially programmed for the work, a newly established acceptance model is empirically tested. The evaluation of the data provides detailed insights into the acceptance of artificial intelligence in consumer marketing.ContentThe era of conversational interfacesChatbots as an innovative media technology in marketingDevelopment of an acceptance model for chatbots in marketingThe target groups&nbsp Lecturers and students of economics with a focus on marketing, dialogue marketing, technology acceptance research and artificial intelligencentificial IntelligenceProfessionals and managers in the field of online marketing and social media marketing, developers in the field of artificial intelligence, AI supervisors, interaction designersThe authorTimo Diers, M.A. studied media management at Bauhaus University Weimar and currently works for UNESCO in Brussels. There he is responsible for the external communication of the Liaison Office to further deepen the strategic partnership between the organisation and the EU.