Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
The influence of algorithmic technologies on perceptions of autonomy in consumer decision-making
Mini Dissertation (MBA)--University of Pretoria, 2024.
Saved in:
| Other Authors: | |
|---|---|
| Format: | Thesis |
| Language: | English |
| Published: |
University of Pretoria
2025
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|
| _version_ | 1867613518937718784 |
|---|---|
| access_status_str | Open Access |
| author2 | Chipp, Kerry |
| author_browse | Chipp, Kerry |
| author_facet | Chipp, Kerry |
| collection | Thesis |
| dc_rights_str_mv | © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2024. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/101880 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:25.898Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/101880 The influence of algorithmic technologies on perceptions of autonomy in consumer decision-making Chipp, Kerry ichelp@gibs.co.za Dubazana, Ayanda Nolwazi UCTD Artificial intelligence (AI) Algorithmic technologies Consumer autonomy Consumer decision-making AI Ethics Mini Dissertation (MBA)--University of Pretoria, 2024. This research emphasises the enhancement of artificial intelligence (AI) technologies, particularly algorithmic technologies, by aligning them with essential human principles and evaluating their effects on perceptions of autonomy in consumer decision-making. The study underscores the importance of managing algorithmic technologies in a manner that honours consumer autonomy. Data was collected from 14 diverse South African online shoppers to investigate purchasing behaviours, focusing on factors such as gender, age, and educational qualifications. Prioritising depth over breadth, the research employed purposive and non-probability sampling techniques to secure rich qualitative insights while safeguarding participant confidentiality and anonymity. Key themes emerged regarding how AI-targeted marketing shapes consumer decision-making, highlighting the significance of consumer autonomy and transparency in navigating AI recommendations. The results highlighted the pressing necessity for responsible AI practices and improved consumer engagement to enhance the shopping experience and strengthen brand connections. Participants expressed varied perspectives on the influence of algorithms on their decision-making, with some voicing concerns about autonomy while others valued tailored recommendations. This discourse underscored the ethical considerations of algorithmic dependence, stressing that businesses honour consumer autonomy while utilising AI technology for personalised marketing. The study identified various critical factors affecting consumer behaviour in AI technologies, such as the balance between consumer autonomy and convenience, the need for personalised yet subtle suggestions, and the repercussions of impulsiveness and decision paralysis. Moreover, understanding scepticism towards the accuracy of algorithms and the risks of online manipulation was crucial for addressing consumer needs and shaping effective marketing and policy strategies. This study encountered several limitations, including inherent researcher bias and restrictions related to sampling, data collection techniques, and participant demographics. The rapid evolution of AI technologies and a narrow theoretical focus may have limited the general applicability and relevance of the findings. Gordon Institute of Business Science (GIBS) MBA Unrestricted Gordon Institute of Business Science (GIBS) SDG-09: Industry, innovation and infrastructure 2025-04-08T07:48:50Z 2025-04-08T07:48:50Z 2025-05-05 2024-11 Mini Dissertation * A2025 http://hdl.handle.net/2263/101880 en © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Artificial intelligence (AI) Algorithmic technologies Consumer autonomy Consumer decision-making AI Ethics The influence of algorithmic technologies on perceptions of autonomy in consumer decision-making |
| title | The influence of algorithmic technologies on perceptions of autonomy in consumer decision-making |
| title_full | The influence of algorithmic technologies on perceptions of autonomy in consumer decision-making |
| title_fullStr | The influence of algorithmic technologies on perceptions of autonomy in consumer decision-making |
| title_full_unstemmed | The influence of algorithmic technologies on perceptions of autonomy in consumer decision-making |
| title_short | The influence of algorithmic technologies on perceptions of autonomy in consumer decision-making |
| title_sort | influence of algorithmic technologies on perceptions of autonomy in consumer decision making |
| topic | UCTD Artificial intelligence (AI) Algorithmic technologies Consumer autonomy Consumer decision-making AI Ethics |
| url | http://hdl.handle.net/2263/101880 |