What Drives Consumers’ Decisions to Use Intelligent Agent Technologies? A Systematic Review

IF 4.1 Q2 BUSINESS Journal of Internet Commerce Pub Date : 2021-08-20 DOI:10.1080/15332861.2021.1961192
Justina Sidlauskiene
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引用次数: 6

Abstract

Abstract As artificial intelligence continues to advance, it will increasingly empower the successful use of intelligent agent (IA) technologies in marketing practices. The purpose of this paper is to summarize the state-of-the-art literature and present a holistic view of different types of antecedents of IA technology use in marketing from the consumer’s perspective. This paper uses the systematic literature review method and covers 107 articles published in scientific journals between 2000 and 2020. The identified antecedents are categorized into IA characteristics, consumer perceptions, external conditions, as well as individual characteristics and analyzed at the individual level of use. Future research should focus on investigating the relative importance of the effects of IA characteristics, consumer perceptions, external, and individual factors on consumers’ intentions to use IAs. This paper argues that while extant technology acceptance models contribute to the understanding of IA use, IAs, due to their unique characteristics (e.g., anthropomorphism) and dimensions (e.g., IA as an interface, as a proxy for the system and an autonomous aggregator and agent), require a new lens to explain the drivers of IA use in data-rich and process-rich environments. The traditional technology acceptance theories provide a valuable, yet incomplete understanding of how consumers use IAs. Drawing from representation theory, this paper proposes a theoretical framework of IA use and argues that IAs act as representations to facilitate the primary goal.
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是什么驱使消费者决定使用智能代理技术?系统回顾
随着人工智能的不断发展,它将越来越多地授权智能代理(IA)技术在营销实践中的成功应用。本文的目的是总结最新的文献,并从消费者的角度对营销中IA技术使用的不同类型的前因进行全面的分析。本文采用系统文献综述的方法,选取2000 - 2020年间发表在科学期刊上的107篇文章。确定的前因由分为内部信息特征、消费者认知、外部条件和个人特征,并在个人使用层面进行分析。未来的研究应侧重于调查内在信息特征、消费者认知、外部因素和个人因素对消费者使用内在信息意图的影响的相对重要性。本文认为,虽然现有的技术接受模型有助于理解ai的使用,但ai由于其独特的特征(例如,拟人化)和维度(例如,作为接口的ai,作为系统的代理和自主聚合器和代理),需要一个新的视角来解释在数据丰富和流程丰富的环境中使用IA的驱动因素。传统的技术接受理论对消费者如何使用IAs提供了有价值但不完整的理解。从表征理论出发,本文提出了一个内部评价使用的理论框架,并认为内部评价作为表征来促进主要目标的实现。
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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