{"title":"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","authors":"Darius-Aurel Frank, Lina Fogt Jacobsen, Helle Alsted Søndergaard, Tobias Otterbring","doi":"10.1108/itp-09-2022-0721","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":47740,"journal":{"name":"Information Technology & People","volume":null,"pages":null},"PeriodicalIF":4.9000,"publicationDate":"2023-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"In companies we trust: consumer adoption of artificial intelligence services and the role of trust in companies and AI autonomy\",\"authors\":\"Darius-Aurel Frank, Lina Fogt Jacobsen, Helle Alsted Søndergaard, Tobias Otterbring\",\"doi\":\"10.1108/itp-09-2022-0721\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\",\"PeriodicalId\":47740,\"journal\":{\"name\":\"Information Technology & People\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.9000,\"publicationDate\":\"2023-05-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Information Technology & People\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/itp-09-2022-0721\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"INFORMATION SCIENCE & LIBRARY SCIENCE\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Information Technology & People","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/itp-09-2022-0721","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}
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.
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.