<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>In a world dominated by data, information is one of the most important resources. But simply collecting and storing data is not enough, as data has to be transformed into information. Researchers agree on the fact that both computing power and analytical methods allow this at an unprecedented level. Given the consistent and wide applicability of such systems and technologies today, the present work goes into possible uses of cognitive computing and sets its focus on the retail sector. Cognitive computing generally helps with consumer profiling, deriving their preferences, delivering suitable product recommendations, and contouring the consumer experience when interacting with companies. The main aim of the present work is to investigate consumer experiences with the help of cognitive computing and lay ground for further research on this topic. In the following sections of the present article, we define the concept of cognitive computing, with regard to its meaning for multiple, diverse data streams and types. We then empirically investigate the use of CC for shaping and enriching consumer experiences with the help of cognitive virtual assistants (CVAs). After conducting quantitative research, we discuss differences in perceptions between two age groups (under and over 40 years).</p>
</abstract>

In a world dominated by data, information is one of the most important resources. But simply collecting and storing data is not enough, as data has to be transformed into information. Researchers agree on the fact that both computing power and analytical methods allow this at an unprecedented level. Given the consistent and wide applicability of such systems and technologies today, the present work goes into possible uses of cognitive computing and sets its focus on the retail sector. Cognitive computing generally helps with consumer profiling, deriving their preferences, delivering suitable product recommendations, and contouring the consumer experience when interacting with companies. The main aim of the present work is to investigate consumer experiences with the help of cognitive computing and lay ground for further research on this topic. In the following sections of the present article, we define the concept of cognitive computing, with regard to its meaning for multiple, diverse data streams and types. We then empirically investigate the use of CC for shaping and enriching consumer experiences with the help of cognitive virtual assistants (CVAs). After conducting quantitative research, we discuss differences in perceptions between two age groups (under and over 40 years).

Consumers’ perception on the use of cognitive computing

Proceedings of the International Conference on Business Excellence

This work is licensed under the Creative Commons Attribution 4.0 International License.

{"article-title":"Consumers\u2019 perception on the use of cognitive computing"}

In a world dominated by data, information is one of the most important resources. But simply collecting and storing data is not enough, as data has to be...

Consumers’ perception on the use of cognitive computing

Published Online: Dec 31, 2021

Page range: 639 - 649

DOI: https://doi.org/10.2478/picbe-2021-0060

Keywords
cognitive computing, artificial intelligence, big data, consumer experiences

© 2021 Corina Pelau et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Consumers’ perception on the use of cognitive computing

Published Online: Dec 31, 2021

Page range: 639 - 649

DOI: https://doi.org/10.2478/picbe-2021-0060

Keywordscognitive computing, artificial intelligence, big data, consumer experiences

© 2021 Corina Pelau et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
cognitive computing, artificial intelligence, big data, consumer experiences