Exploring value in eCommerce artificial intelligence and recommendation systems
Authors
Date
2021Copyright
This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Tekoälyn päämääränä on saavuttaa järjestelmä, joka jäljittelee ihmisen luonnollista älykkyyttä. Suosittelujärjestelmä on tieteenala sekä tekoälyä hyödyntävä järjestelmä. Suosittelujärjestelmä tarjoaa käyttäjilleen personoitua sisältöä, kuten tuotteita. Tässä pro gradu -tutkielmassa tutkitaan kuinka tekoälyn sovellutukset luovat arvoa verkkokauppiaille sekä mitä suosittelujärjestelmien arvolupaukset ovat. Tutkimus toteutettiin laadullisena tapaustutkimuksena, johon osallistui kymmenen haastateltavaa kahdesta eri yrityksestä. Haastateltavat edustivat verkkokauppiasta sekä verkkokauppiaan palveluntarjoajaa. Tutkimuksessa selvitettiin, mitä haastateltavat kokevat tekoälyn olevan. Tutkimuksessa identifioitiin verkkokauppiaille tärkeimmät tekoälyn osa-alueet ominaisuuksineen sekä arvolupauksineen. Suosittelujärjestelmien osalta empiirisessä osiossa kirjallisuudesta löytyneitä arvolupauksia vahvistettiin. Empiirinen osio kykeni tunnistamaan uusia arvolupauksia. Suosittelujärjestelmä muun muassa personoi asiakkaiden ostokokemukset, poistaa muureja ostamisen tieltä, vähentää verkkokauppiaan manuaalista työmäärää sekä parantaa verkkokaupan brändikuvaa. Suosittelujärjestelmien osalta empiirinen osio selvitti myös, kuinka tuotesuosittelujärjestelmät parhaiten luovat arvoa, sekä kuinka niiden luomaa arvoa tulisi mitata.
...
Artificial intelligence (AI) aims to develop a system which exhibits natural characteristics we associate to intelligent human behavior. Recommendation systems are a research area and AI applications. A recommendation system offers personalized content, such as products for end users. This Master’s Thesis explores how AI applications create value for eCommerce merchants and what are the value propositions of recommendation systems. This research was conducted as a qualitative case study with ten interviewees from two companies. Interviewees represented merchant and supplier organizations. Research explained what interviewees felt AI to mean. Research identified most important subfields of AI for eCommerce merchants, in addition with features and value propositions. For recommendation systems value propositions identified from literature were strengthened. Empirical part was able to identify new value propositions. A recommendation system can personalize shopping experience of customers, remove barriers from making successful transactions, reduce amount of manual work and improve brand image of the eCommerce store. Regarding recommendation systems, empirical research also indicated how recommendation systems should be utilized and how should value be measured.
...
Keywords
Metadata
Show full item recordCollections
- Pro gradu -tutkielmat [28039]
Related items
Showing items with similar title or keywords.
-
Exploring Online Customer Experience Formation: How do Customers Explain Negative Emotions during Online Shopping Encounters?
Kemppainen, Tiina; Makkonen, Markus; Frank, Lauri (University of Maribor, 2019)We investigated online customer experience formation by using customers’ own explanations of their negative emotions during their online shopping encounters. Survey data from 1,786 Finnish online shoppers were used to ... -
Exploring positive online customer experience formation : a study of food waste shoppers
Kemppainen, Tiina; Frank, Lauri (Association for Information Systems, 2022)This qualitative study investigates the formation of positive online customer experiences in the context of online grocery shopping. This study analyzes customers’ written descriptions of the causes of their positive ... -
The emperor’s new clothes : self-explorative engagement in virtual try-on service experiences positively impacts brand outcomes
Lavoye, Virginie; Sipilä, Jenni; Mero, Joel; Tarkiainen, Anssi (Emerald, 2023)Purpose Virtual try-on (VTO) technology offers an opportunity for fashion and beauty brands to provide enriched self-explorative experiences. The increased popularity of VTOs makes it urgent to understand the drivers and ... -
Setting the future of digital and social media marketing research : perspectives and research propositions
Dwivedi, Yogesh K.; Ismagilova, Elvira; Hughes, D. Laurie; Carlson, Jamie; Filieri, Raffaele; Jacobson, Jenna; Jain, Varsha; Karjaluoto, Heikki; Kefi, Hajer; Krishen, Anjala S.; Kumar, Vikram; Rahman, Mohammad M.; Raman, Ramakrishnan; Rauschnabel, Philipp A.; Rowley, Jennifer; Salo, Jari; Tran, Gina A.; Wang, Yichuan (Elsevier, 2021)The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower ... -
When more is less : the other side of artificial intelligence recommendation
Chen, Sihua; Qiu, Han; Zhao, Shifei; Han, Yuyu; He, Wei; Siponen, Mikko; Mou, Jian; Xiao, Hua (Elsevier; China Science Publishing & Media Ltd., 2022)Based on consumers' preferences, AI (artificial intelligence) recommendation automatically filters information, which provokes scholars' debate. Supporters believe that by analyzing the consumers' preferences, AI recommendation ...