Beyond the code: The impact of AI algorithm transparency signaling on user trust and relational satisfaction

IF 4.1 3区 管理学 Q2 BUSINESS Public Relations Review Pub Date : 2024-09-25 DOI:10.1016/j.pubrev.2024.102507
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Abstract

This study investigates the effectiveness of AI-algorithm transparency signaling as a strategy to enhance organization-public relationships (OPRs) in AI-assisted communications. Building upon signaling theory and trust transfer theory, the study examines whether the AI algorithm transparency influences trust in AI systems by users and this trust can be transferred into trust in AI systems’ parent company, which in turn, influences the relational satisfaction with the company. An online experiment with 537 participants demonstrated that transparency signaling significantly improves users’ relational satisfaction with the AI parent company. However, this effect is mediated by trust in both the AI system and the parent company, rather than a direct relationship. Our findings offer practical guidelines for AI domain experts and public relations practitioners to deliberately convey the true essence of transparency in AI-mediated communication and ensure accountability in AI adoption, thereby improving public relations outcomes.
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代码之外:人工智能算法透明度信号对用户信任和关系满意度的影响
本研究探讨了在人工智能辅助通信中,将人工智能算法透明度信号作为增强组织-公众关系(OPRs)战略的有效性。在信号传递理论和信任转移理论的基础上,本研究探讨了人工智能算法透明度是否会影响用户对人工智能系统的信任,而这种信任又是否会转化为对人工智能系统母公司的信任,进而影响用户对公司的关系满意度。一项有 537 名参与者参加的在线实验表明,透明度信号显著提高了用户与人工智能母公司的关系满意度。然而,这种影响是以对人工智能系统和母公司的信任为中介的,而非直接关系。我们的研究结果为人工智能领域专家和公共关系从业者提供了实用指南,帮助他们在以人工智能为媒介的沟通中有意识地传达透明度的真谛,确保人工智能应用中的问责制,从而改善公共关系结果。
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来源期刊
CiteScore
8.00
自引率
19.00%
发文量
90
期刊介绍: The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.
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