Using machine learning to investigate consumers' emotions: the spillover effect of AI defeating people on consumers' attitudes toward AI companies

IF 5.9 3区 管理学 Q1 BUSINESS Internet Research Pub Date : 2023-09-26 DOI:10.1108/intr-02-2022-0113
Yongchao Martin Ma, Xin Dai, Zhongzhun Deng
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Abstract

Purpose The purpose of this study is to investigate consumers' emotional responses to artificial intelligence (AI) defeating people. Meanwhile, the authors investigate the negative spillover effect of AI defeating people on consumers' attitudes toward AI companies. The authors also try to alleviate this spillover effect. Design/methodology/approach Using four studies to test the hypotheses. In Study 1, the authors use the fine-tuned Bidirectional Encoder Representations from the Transformers algorithm to run a sentiment analysis to investigate how AI defeating people influences consumers' emotions. In Studies 2 to 4, the authors test the effect of AI defeating people on consumers' attitudes, the mediating effect of negative emotions and the moderating effect of different intentions. Findings The authors find that AI defeating people increases consumers' negative emotions. In terms of downstream consequences, AI defeating people induces a spillover effect on consumers' unfavorable attitudes toward AI companies. Emphasizing the intention of helping people can effectively mitigate this negative spillover effect. Practical implications The authors' findings remind governments, policymakers and AI companies to pay attention to the negative effect of AI defeating people and take reasonable steps to alleviate this negative effect. The authors help consumers rationally understand this phenomenon and correctly control and reduce unnecessary negative emotions in the AI era. Originality/value This paper is the first study to examine the adverse effects of AI defeating humans. The authors contribute to research on the dark side of AI, the outcomes of competition matches and the method to analyze emotions in user-generated content (UGC).
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利用机器学习调查消费者情绪:人工智能打败人对消费者对人工智能公司态度的溢出效应
本研究的目的是调查消费者对人工智能(AI)击败人类的情绪反应。与此同时,作者调查了人工智能击败人类对消费者对人工智能公司的态度的负面溢出效应。作者还试图缓解这种溢出效应。设计/方法/方法使用四项研究来检验假设。在研究1中,作者使用《变形金刚》算法中经过微调的双向编码器表示来运行情感分析,以调查人工智能击败人类如何影响消费者的情绪。在研究2到4中,作者测试了人工智能打败人对消费者态度的影响、负面情绪的中介作用和不同意图的调节作用。作者发现,人工智能打败人类会增加消费者的负面情绪。从下游后果来看,人工智能打败人类会对消费者对人工智能公司的负面态度产生溢出效应。强调帮助人的意图可以有效缓解这种负面溢出效应。作者的研究结果提醒政府、政策制定者和人工智能公司注意人工智能击败人类的负面影响,并采取合理措施减轻这种负面影响。作者帮助消费者理性认识这一现象,正确控制和减少人工智能时代不必要的负面情绪。这篇论文是第一个研究人工智能击败人类的不利影响的研究。作者对人工智能的黑暗面、比赛结果、分析用户生成内容(UGC)中的情绪方法等方面的研究做出了贡献。
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来源期刊
Internet Research
Internet Research 工程技术-电信学
CiteScore
11.20
自引率
10.20%
发文量
85
审稿时长
>12 weeks
期刊介绍: This wide-ranging interdisciplinary journal looks at the social, ethical, economic and political implications of the internet. Recent issues have focused on online and mobile gaming, the sharing economy, and the dark side of social media.
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