STUDY GUIDELINES FOR SOLVING DIGITAL BUSINESS MANAGEMENT USING CHATBOT INNOVATION
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Abstract
This research aimed to study approaches to solving digital business management problems using chatbot innovation. This mixed-methods research was conducted by integrating artificial intelligence under a Human-in-the-Loop (HITL) framework, combined with traditional qualitative research methods, to achieve more accurate and precise research results. The study consisted of four components:
1) Documentary research with a sample of 35 credible documents; 2) Content analysis of 25 business websites and social commerce platforms with prominent chatbot integration; 3) Online case study research involving 5 digital businesses; and 4) Chatbot creation platform research involving 2 chatbot creation platforms. All samples were selected through purposive sampling based on predetermined criteria. The research tools included: (1) artificial intelligence tools; (2) specialized tools comprising keyword research tools and web scraping tools; and (3) structured and unstructured data recording forms. Data were analyzed and interpreted using inductive analysis combined with constant comparative analysis. Data reliability was verified through triangulation in various dimensions, and the findings converged in the same direction.
The research results showed that chatbot innovation could solve digital business management problems in various areas, including: 1) Customer support, 2) Sales and marketing, 3) Data analytics, 4) Project management, and 5) Human resources management.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความ Journal of Global of Perspectives in Humanities and Social Sciences (J-GPHSS) มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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