أثر الشات بوت التفاعلية "روبوتات المحادثة" في تسويق خدمات التعليم الجامعي الخاص لدى الطلاب | ||||
مجلة البحوث الإعلامية | ||||
Article 6, Volume 66, Issue 1, July 2023, Page 285-332 PDF (6.89 MB) | ||||
Document Type: المقالة الأصلية | ||||
DOI: 10.21608/jsb.2023.203951.1583 | ||||
View on SCiNiTO | ||||
Authors | ||||
إيناس السعيد السيد 1; معتز أحمد سامي2 | ||||
1كلية الإعلام وفنون الاتصال- جامعة 6 أكتوبر | ||||
2كلية علوم الحاسب، جامعة أكتوبر للعلوم الحديثة والآداب | ||||
Abstract | ||||
سعت هذه الدراسة إلى اختبار أثر استخدام روبوتات المحادثة التفاعلية في تسويق خدمات التعليم الجامعي الخاص للطلاب وذلك استنادًا إلى نموذج ملاءمة التكنولوجيا مع المهام، وتحديد مدى استخدام الطلاب لروبوتات المحادثة، وعلاقة ذلك بدرجة ملاءمة تقديم الخدمات، إضافة إلى اتجاه الطلاب نحو هذه التقنية. وقد توصلت الدراسة إلى وجود فروق دالة إحصائيًا بين متوسطات درجات (المجموعة التجريبية والمجموعة الضابطة)؛ حيث إن الفارق جاء لصالح المجموعة التجريبية في أبعاد الدراسة الخمسة، فضلًا عن الاتجاهات الإيجابية للطلاب نحو استخدام تقنية الشات بوت ورغبة الاستمرار في استخدامها مستقبلًا. وتوصي الدراسة بضرورة استخدام روبوتات المحادثة التفاعلية بإدارات التسويق داخل مؤسسات التعليم الجامعي الخاص في تقديم خدماتها المختلفة؛ بما يعكس صورة ذهنية إيجابية لدى عملائها. | ||||
Keywords | ||||
الذكاء الاصطناعي; روبوتات المحادثة; التسويق; التعليم الجامعي الخاص; نموذج ملاءمة التكنولوجيا مع المهام | ||||
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