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Como o comportamento de uso do ChatGPT influencia a sua marca em termos de consumer-based brand equity
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Authors
Advisor(s)
Abstract(s)
Nos últimos anos, o avanço da inteligência artificial (IA) tem transformado significativamente a interação entre marcas e consumidores. O surgimento de ferramentas como o ChatGPT colocou a IA no centro das estratégias de marketing, impactando a forma como os consumidores percebem e interagem com as marcas. Este estudo visa analisar as relações entre os construtos do Modelo de Adoção de Tecnologia (TAM) e o capital de marca baseado no consumidor (CBBE) do ChatGPT. Através de um inquérito a 219 participantes e utilizando um modelo de equações estruturais, os resultados mostram que a perceção de utilidade e a facilidade de uso são determinantes na formação de atitudes positivas, que, por sua vez, influenciam a intenção e o comportamento de uso. A utilização eficaz do ChatGPT revela-se um forte preditor do capital de marca, sublinhando a importância da experiência do utilizador. Este estudo contribui para a compreensão de como a aceitação de novas tecnologias pode impactar o capital de marca e sugere que as empresas devem investir na usabilidade e utilidade das suas ferramentas de IA para fortalecer a lealdade e associações à marca.
ABSTRACT: In recent years, advancements in artificial intelligence (AI) have significantly transformed the interaction between brands and consumers. The emergence of tools such as ChatGPT has positioned AI at the center of marketing strategies, influencing how consumers perceive and engage with brands. This study aims to analyze the relationship between the constructs of the Technology Acceptance Model (TAM) and the Consumer-Based Brand Equity (CBBE) of ChatGPT. Through a survey of 219 participants and the application of structural equation modeling, the results reveal that perceived usefulness and ease of use are key determinants in forming positive attitudes, which in turn influence behavioral intentions and usage behavior. Effective use of ChatGPT is a strong predictor of brand equity, highlighting the importance of user experience in brand value enhancement. This study contributes to the understanding of how the acceptance of new technologies can impact brand equity and suggests that companies should invest in the usability and perceived usefulness of AI tools to strengthen brand loyalty and associations.
ABSTRACT: In recent years, advancements in artificial intelligence (AI) have significantly transformed the interaction between brands and consumers. The emergence of tools such as ChatGPT has positioned AI at the center of marketing strategies, influencing how consumers perceive and engage with brands. This study aims to analyze the relationship between the constructs of the Technology Acceptance Model (TAM) and the Consumer-Based Brand Equity (CBBE) of ChatGPT. Through a survey of 219 participants and the application of structural equation modeling, the results reveal that perceived usefulness and ease of use are key determinants in forming positive attitudes, which in turn influence behavioral intentions and usage behavior. Effective use of ChatGPT is a strong predictor of brand equity, highlighting the importance of user experience in brand value enhancement. This study contributes to the understanding of how the acceptance of new technologies can impact brand equity and suggests that companies should invest in the usability and perceived usefulness of AI tools to strengthen brand loyalty and associations.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
ChatGPT Inteligência Artificial (IA) Modelo de Aceitação de Tecnologia (TAM) Capital de marca Valor de marca Capital de Marca baseado no Consumidor (CBBE) Artificial Intelligence (AI) Technology Acceptance Model (TAM) Brand equity Brand value Consumer-Based Brand Equity (CBBE)
Citation
Pimenta, N.H. (2024). Como o comportamento de uso do ChatGPT influencia a sua marca em termos de consumer-based brand equity [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/21571
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social