The role of virtual assistants in electronic clothing retail

Razvoj elektroničke trgovine je u značajnoj mjeri promijenio tradicionalna ponašanja kupaca u aspektu kupovine i konzumacije proizvoda i usluga. Okretanje ka računalnoj i mobilnoj tehnologiji kako bi izvršili kupnju željenih proizvoda koji se dostavljaju u relativno kratkom vremenskom okviru na kućni prag, uvriježena je pojava kod suvremenog potrošača. Isto tako, maloprodavači su se morali okrenuti novom načinu komunikacije te u svom poslovanju sve više primjenjuju umjetnu inteligenciju i aplikacije poput virtualnih asistenata. Cilj rada je prikazati teorijski okvir elektroničke maloprodaje odjeće i virtualnih asistenata, njihove prednosti i nedostatke, uspješne primjere maloprodavača koji su u svom poslovanju implementirali usluge virtualnih asistenata. U svrhu izrade diplomskog rada provedeno je kvalitativno istraživanje metodom fokus grupe. Na temelju provedenog istraživanja zaključeno je kako će razvojem tehnologije i umjetne inteligencije virtualni asistenti napredovati te da će moći rješavati i kompliciranije upite kao i biti sofisticiraniji te da će komunikacija s asistentom biti prirodnija te nalikovati na ljudsku.The development of electronic commerce has significantly changed the traditional behavior of customers in the aspect of buying and consuming products and services. Turning to computer and mobile technology in order to make the purchase of desired products that are delivered in a relatively short time frame to the doorstep, is a well-established phenomenon among modern consumers. Likewise, retailers had to turn to a new way of communication and are increasingly applying artificial intelligence and applications such as virtual assistants in their business. The aim of the thesis is to present the theoretical framework of electronic clothing retailing and virtual assistants, their advantages and disadvantages, successful examples of retailers who have implemented the services of virtual assistants in their business. For the purpose of creating the thesis, qualitative research was conducted using the focus group method. Based on the conducted research, it was concluded that with the development of technology and artificial intelligence, virtual assistants will progress and that they will be able to solve more complicated queries as well as be more sophisticated, and that communication with the assistant will be more natural and resemble a human one