Reducing choice overload in e-commerce through AI-powered quizzes: the moderating role of age in the effect of anthropomorphism
Borelli, Sara (A.A. 2024/2025) Reducing choice overload in e-commerce through AI-powered quizzes: the moderating role of age in the effect of anthropomorphism. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 82. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
AI, marketing and decision support-from foundations to e-commerce applications. Artificial intelligence (AI). AI in the industry of marketing. The e-commerce sector. The decision-making process & the choice overload bias. Chatbots-types, anthropomorphism and consumer support in choice overload. Exploring the different types of chatbots. Chatbots in e-commerce. Enhancing customer experience with chatbots. Chatbots and decision support in choice overload contexts. Chatbot humanization and anthropomorphic perception. Research model, hypotheses and empirical analysis. Literature gap & conceptual research model. Data collection. Results of the experiment. Results of the hypotheses.
References
Bibliografia: pp. 73-80.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Product & brand management |
| Thesis Supervisor: | Cardamone, Ernesto |
| Thesis Co-Supervisor: | Monsurrò, Luigi |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 05 Jun 2026 09:58 |
| Last Modified: | 05 Jun 2026 09:58 |
| URI: | https://tesi.luiss.it/id/eprint/46083 |
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