在我们信任的公司中:消费者对人工智能服务的采用,以及信任对公司和人工智能自主的作用

IF 4.9 3区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Information Technology & People Pub Date : 2023-05-30 DOI:10.1108/itp-09-2022-0721
Darius-Aurel Frank, Lina Fogt Jacobsen, Helle Alsted Søndergaard, Tobias Otterbring
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引用次数: 1

摘要

公司利用越来越强大的人工智能(AI)技术在一系列消费者服务行业提供现代服务。然而,人工智能的自主性引发了消费者的怀疑,导致他们采用人工智能服务的意愿下降。这就提出了一个问题,即消费者对公司的信任能否克服消费者在决定采用高(与低)自主性人工智能服务时的不情愿。通过代表性调查(N = 503名消费者对应N = 3,690个观察结果),本文调查了消费者对公司的信任与消费者采用高(与低)自主性AI服务的意图之间的联系,这些服务涉及6个不同服务行业的23家消费者服务公司。研究结果证实,消费者对一家公司的信任与消费者采用同一家公司的人工智能服务的意愿之间存在显著的正相关关系。然而,人工智能自主性调节了这种关系,因此高(与低)人工智能自主性削弱了公司信任与人工智能服务采用之间的积极联系。这一发现在所有23家公司和相关的6个行业中都是重复的,并且对于包含几个理论上重要的控制变量是稳健的。独创性/价值当前的研究通过关注公司信任与采用高度自治的人工智能服务之间的相互作用,对人工智能服务的成功部署和营销产生了影响,从而促进了最近的人工智能研究流。
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In companies we trust: consumer adoption of artificial intelligence services and the role of trust in companies and AI autonomy
Purpose Companies utilize increasingly capable Artificial Intelligence (AI) technologies to deliver modern services across a range of consumer service industries. AI autonomy, however, sparks skepticism among consumers leading to a decrease in their willingness to adopt AI services. This raises the question as to whether consumer trust in companies can overcome consumer reluctance in their decisions to adopt high (vs low) autonomy AI services. Design/methodology/approach Using a representative survey (N = 503 consumers corresponding to N = 3,690 observations), this article investigated the link between consumer trust in a company and consumers' intentions to adopt high (vs low) autonomy AI services from the company across 23 consumer service companies accounting for six distinct service industries. Findings The results confirm a significant and positive relationship between consumer trust in a company and consumers' intentions to adopt AI services from the same company. AI autonomy, however, moderates this relationship, such that high (vs low) AI autonomy weakens the positive link between trust in a company and AI service adoption. This finding replicates across all 23 companies and the associated six industries and is robust to the inclusion of several theoretically important control variables. Originality/value The current research contributes to the recent stream of AI research by drawing attention to the interplay between trust in companies and adoption of high autonomy AI services, with implications for the successful deployment and marketing of AI services.
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来源期刊
Information Technology & People
Information Technology & People INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
8.20
自引率
13.60%
发文量
121
期刊介绍: Information Technology & People publishes work that is dedicated to understanding the implications of information technology as a tool, resource and format for people in their daily work in organizations. Impact on performance is part of this, since it is essential to the well being of employees and organizations alike. Contributions to the journal include case studies, comparative theory, and quantitative research, as well as inquiries into systems development methods and practice.
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