作者
Jungkeun Kim, Marilyn Giroux, Jacob C Lee
发表日期
2021/7
期刊
Psychology & Marketing
卷号
38
期号
7
页码范围
1140-1155
简介
When do consumers trust artificial intelligence (AI)? With the rapid adoption of AI technology in the field of marketing, it is crucial to understand how consumer adoption of the information generated by AI can be improved. This study explores a novel relationship between number presentation details associated with AI and consumers' behavioral and evaluative responses toward AI. We theorized that consumer trust would mediate the preciseness effect on consumer judgment and evaluation of the information provided by AI. The results of five studies demonstrated that the use of a precise (vs. imprecise) information format leads to higher evaluations and behavioral intentions. We also show mediational evidence indicating that the effect of number preciseness is mediated by consumer trust (Studies 2, 4, and 5). We further show that the preciseness effect is moderated by the accuracy of AI‐generated information …
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