“Facilitators” vs “substitutes”: the influence of artificial intelligence products’ image on consumer evaluation

促进者 适度 心理学 感知 风险感知 产品(数学) 社会心理学 身份(音乐) 自我形象 美学 几何学 数学 哲学 神经科学
作者
Xin Wang,Hong Zhu,Di Jiang,Shaoang Xia,Chunqu Xiao
出处
期刊:Nankai business review international [Emerald (MCB UP)]
卷期号:14 (1): 177-193 被引量:6
标识
DOI:10.1108/nbri-05-2022-0051
摘要

Purpose The rapid innovation of artificial intelligence (AI) technology promotes the prosperity of the AI product market. However, consumers seem to have negative attitudes (e.g. prejudice, aversion) toward AI products and services. Those negative attitudes are rooted in the fear that AI might replace humans. The authors thus propose that turning the image of AI from substitutes to facilitators can alleviate identity threat perception. This paper aims to examine how the image of AI products (facilitators vs substitutes) influences consumer evaluation and explores the underlying mechanism and boundary conditions. Design/methodology/approach This study uses four experiments with between-subjects designs to investigate whether the image of AI products (facilitators vs substitutes) will affect consumer evaluation in specific consumption and service scenarios. The same products (or services) were manipulated as “substitute” or “facilitator” through advertisement slogans. Participants were randomly assigned to a condition and read the advertisement, then they reported their evaluation. The mediator perceived identity threat and the moderator preconceived perceptions of AI risks were measured by scales. The moderator, self-affirmation, was manipulated through the instruction of the experiment. Findings This study demonstrates that consumers give higher evaluation of AI products in the image of the facilitator than in the image of the substitute (Study 1). The underlying mechanism is that the perceived identity threat caused by “facilitator” products is lower than “substitute” products (Study 2). The effect of AI image is moderated by consumers’ preconceived perceptions of AI risks (Study 3) and self-affirmation (Study 4). Specifically, for consumers who have a strong AI risk-perception, this effect exists, but it disappears for consumers who have a weak AI risk perception. When consumers are given a strong self-affirmation, the negative impact of the “substitute” image disappears. Originality/value This paper analyzes the psychological root of consumers’ negative evaluation of AI technology from the perspective of AI’s image. The proposed typology of “substitutes” and “facilitators” helps expand the vision on brand/product image and enriches the research on consumer self-identity in today’s highly informatized market. The findings shed light on how to choose appropriate image for AI products, which will be crucial for increasing consumers’ acceptance of AI products.
最长约 10秒,即可获得该文献文件

科研通智能强力驱动
Strongly Powered by AbleSci AI
更新
大幅提高文件上传限制,最高150M (2024-4-1)

科研通是完全免费的文献互助平台,具备全网最快的应助速度,最高的求助完成率。 对每一个文献求助,科研通都将尽心尽力,给求助人一个满意的交代。
实时播报
2秒前
研友_LBRPOL完成签到 ,获得积分10
4秒前
小雷发布了新的文献求助10
9秒前
Cai完成签到,获得积分10
14秒前
miyulong完成签到 ,获得积分10
15秒前
NexusExplorer应助陈秋采纳,获得10
17秒前
高挑的洋葱完成签到,获得积分10
25秒前
和谐的映梦完成签到,获得积分10
25秒前
wBw完成签到,获得积分10
29秒前
Epiphany完成签到 ,获得积分10
30秒前
Mendle完成签到 ,获得积分10
31秒前
搜集达人应助miyulong采纳,获得10
35秒前
汪汪淬冰冰完成签到,获得积分10
41秒前
huangzsdy完成签到,获得积分10
42秒前
王小裔完成签到 ,获得积分10
45秒前
我爱康康文献完成签到 ,获得积分10
51秒前
SC完成签到 ,获得积分10
53秒前
rangergzz应助汪汪淬冰冰采纳,获得10
54秒前
小雷完成签到,获得积分10
56秒前
57秒前
浪麻麻完成签到 ,获得积分10
59秒前
onevip完成签到,获得积分10
1分钟前
鞑靼完成签到 ,获得积分10
1分钟前
上官聪展完成签到 ,获得积分10
1分钟前
温如军完成签到 ,获得积分10
1分钟前
迷你的夜天完成签到 ,获得积分10
1分钟前
1分钟前
laohu完成签到,获得积分10
1分钟前
黑球发布了新的文献求助10
1分钟前
WYR完成签到 ,获得积分10
1分钟前
roundtree完成签到 ,获得积分0
1分钟前
大大蕾完成签到 ,获得积分10
1分钟前
Johnlian完成签到 ,获得积分10
1分钟前
hhh2018687完成签到,获得积分10
1分钟前
天才罗完成签到 ,获得积分10
1分钟前
俊逸吐司完成签到 ,获得积分10
1分钟前
萨格完成签到 ,获得积分10
1分钟前
meiyang完成签到 ,获得积分10
1分钟前
kento应助蝌蚪采纳,获得200
1分钟前
科研通AI2S应助蝌蚪采纳,获得10
1分钟前
高分求助中
좌파는 어떻게 좌파가 됐나:한국 급진노동운동의 형성과 궤적 2500
Sustainability in Tides Chemistry 1500
TM 5-855-1(Fundamentals of protective design for conventional weapons) 1000
Cognitive linguistics critical concepts in linguistics 800
Threaded Harmony: A Sustainable Approach to Fashion 799
Livre et militantisme : La Cité éditeur 1958-1967 500
氟盐冷却高温堆非能动余热排出性能及安全分析研究 500
热门求助领域 (近24小时)
化学 医学 生物 材料科学 工程类 有机化学 生物化学 物理 内科学 纳米技术 计算机科学 化学工程 复合材料 基因 遗传学 催化作用 物理化学 免疫学 量子力学 细胞生物学
热门帖子
关注 科研通微信公众号,转发送积分 3052652
求助须知:如何正确求助?哪些是违规求助? 2709874
关于积分的说明 7418267
捐赠科研通 2354453
什么是DOI,文献DOI怎么找? 1246090
科研通“疑难数据库(出版商)”最低求助积分说明 605951
版权声明 595921