{"title":"Ai robo-advisor anthropomorphism: The impact of anthropomorphic appeals and regulatory focus on investment behaviors","authors":"Tae Hyun Baek , Minseong Kim","doi":"10.1016/j.jbusres.2023.114039","DOIUrl":null,"url":null,"abstract":"<div><p>Building on anthropomorphism and regulatory focus theories, this research examines the effect of humanizing artificial intelligence (AI)-powered robo-advisors on investment behaviors. Across three experimental studies, the authors find that when financial service marketers design robo-advisors to resemble humans rather than machines, prevention-focused consumers are motivated to invest more money. However, this effect disappears among promotion-focused consumers. Perceived certainty of investment advice is shown to mediate the interactive effect of robo-advisor anthropomorphism and regulatory focus. Theoretical insights and practical implications for using robo-advisors in financial service marketing strategies are discussed.</p></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"164 ","pages":"Article 114039"},"PeriodicalIF":9.8000,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0148296323003971","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 4
Abstract
Building on anthropomorphism and regulatory focus theories, this research examines the effect of humanizing artificial intelligence (AI)-powered robo-advisors on investment behaviors. Across three experimental studies, the authors find that when financial service marketers design robo-advisors to resemble humans rather than machines, prevention-focused consumers are motivated to invest more money. However, this effect disappears among promotion-focused consumers. Perceived certainty of investment advice is shown to mediate the interactive effect of robo-advisor anthropomorphism and regulatory focus. Theoretical insights and practical implications for using robo-advisors in financial service marketing strategies are discussed.
期刊介绍：
The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.
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