How does perception of artificial intelligence- user interaction (PAIUI) impact organizational attractiveness among external users? An empirical study testing the mediating variables

Abstract

The purpose of this paper is to explain how perception of AI- user interaction (PAIUI) impacts organizational attractiveness among external AI users. Moreover, this paper tests the mediating variables that explain this relation among them. The samples include both customers and job applicants who have interacted previously with AI tools. A questionnaire was Developed, tested, and distributed among the AI users. The results of 194 valid questionnaires revealed that perception of AI directly impacts organizational attractiveness only for job applicants. Moreover, it seems from the findings that both fairness and anxiety explain the mediating impacts between perceptions of AI and attractiveness. On the other hand, the results showed that perception of AI doesn't directly impact corporate attractiveness among customers. However, it can impact communication quality dimensions among them. This paper is considered one of the first papers that investigate the impacts of AI among different stakeholders. Moreover, it is one of the limited papers that explain AI-attractiveness relationship.