مزایای اجتماعی هوش مصنوعی برای دانشجویان با تاکید بر فعالیت‌های بازاریابی

شیرمحمدی, یزدان; شریف مشهدی, محمد علی

doi:JABM.3.2.15564.351256.325745154

مزایای اجتماعی هوش مصنوعی برای دانشجویان با تاکید بر فعالیت‌های بازاریابی

نوع مقاله : مقاله علمی-پژوهشی

نویسندگان

یزدان شیرمحمدی ¹

محمد علی شریف مشهدی ²

¹ دانشیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

² کارشناس ارشد مدیریت جهانگردی، دانشگاه پیام نور، تهران، ایران

JABM.3.2.15564.351256.325745154

چکیده

هدف: از انجام این پژوهش بررسی متغیرهای ( اعتماد به نفس، ارتباطات، اضطراب، مزایای اجتماعی، خیر اجتماعی، نگرش نسبت به آموزش و آمادگی افراد) بر قصد رفتاری دانشجویان گردشگری نسبت به استفاده از هوش مصنوعی می‌باشد.

روش: پژوهش حاضر به لحاظ هدف کاربردی و از نظر روش تحقیق در زمره تحقیقات توصیفی پیمایشی قرار می‌گیرد و جامعه آماری دانشجویان گردشگری سراسر کشور می‌باشد. تحلیل‌های آماری نیز با استفاده از نرم‌افزار spss و Amos انجام و در آزمون تحلیل مسیر فرضیه‌ها نیز از روش رگرسیونی استفاده شده است و همچنین میانگین، انحراف معیار، چولگی و کشیدگی را نمایش می‌دهد.

یافته‌ها و نتیجه‌گیری: نتایج پژوهش نمایانگر آن بود که تمام عوامل و متغیرهای تحقیق تاثیر مثبت و معناداری بر قصد رفتاری دارد به جز سودمندی درک شده که فرضیه آن رد شد و نتیجه به ما نشان داد که متغیرها بر قصد رفتاری افراد تاثیر مهم و بسزایی می‌گذارد و با کنترل این متغیرها در سیستم آموزشی کشور علی الخصوص گردشگری، می‌توان بستر مناسبی برای آموزش بهینه مهیا نمود.

کلیدواژه‌ها

هوش مصنوعی

اعتماد به نفس

ارتباطات

اضطراب

مزایای اجتماعی

گردشگری

موضوعات

بازاریابی

عنوان مقاله English

Social benefits of artificial intelligence for students with emphasis on marketing activities

نویسندگان English

Yazdan Shirmohammadi ¹

Mohammad Ali Sharif ²

¹ Associate Professor, Department of Business Management, Payame Noor University, Tehran, Iran,

² Master of Science in Tourism Management, Payam Noor University, Tehran, Iran

چکیده English

The purpose of this research is to investigate the variables (self-confidence, communication, anxiety, social benefits, social good, attitude towards education and people's preparation) on the behavioral intention of tourism students towards the use of artificial intelligence.

Method: The current research is classified as a descriptive survey research in terms of its practical purpose and in terms of its research method, and the statistical population is tourism students across the country. Statistical analyzes were also performed using spss and Amos software, and the regression method was also used in the hypothesis path analysis test, and it also displays the mean, standard deviation, skewness, and kurtosis.

Findings and Conclusion: The results of the research showed that all the factors and variables of the research have a positive and significant effect on the behavioral intention, except the perceived usefulness, which hypothesis was rejected, and the result showed us that the variables have an important and significant effect on the behavioral intention of the people. And by controlling these variables in the education system of the country, especially tourism, a suitable platform for optimal education can be provided.

کلیدواژه‌ها English

Artificial intelligence

confidence

communication

anxiety

social benefits

tourism

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