Diem-Trang Vo, Long Thang Van Nguyen, Duy Dang-Pham, Ai-Phuong Hoang
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引用次数: 0
Abstract
Purpose
Artificial intelligence (AI) allows the brand to co-create value with young customers through mobile apps. However, as many brands claim that their mobile apps are using the most updated AI technology, young customers face app fatigue and start questioning the authenticity of this touchpoint. This paper aims to study the mediating effect of authenticity for the value co-creation of AI-powered branded applications.
Design/methodology/approach
Drawing from regulatory engagement theory, this study conceptualize authenticity as the key construct in customers’ value experience process, which triggers customer value co-creation. Two scenario-based online experiments are conducted to collect data from 444 young customers. Data analysis is performed using ANOVA and Process Hayes.
Findings
The results reveal that perceived authenticity is an important mediator between media richness (chatbot vs AI text vs augmented reality) and value co-creation. There is no interaction effect of co-brand fit (high vs low) and source endorsement (doctor vs government) on the relationship between media richness and perceived authenticity, whereas injunctive norms (high vs low) strengthen this relationship.
Practical implications
The finding provides insights for marketing managers on engaging young customers suffering from app fatigue. Authenticity holds the key to young customers’ technological perceptions.
Originality/value
This research highlights the importance of perceived authenticity in encouraging young customers to co-create value. Young customers consider authenticity as a motivational force experience that involves customers through the app’s attributes (e.g. media richness) and social standards (e.g. norms), rather than brand factors (e.g. co-brand fit, source endorsement).
目的人工智能(AI)使品牌能够通过移动应用程序与年轻顾客共同创造价值。然而,由于许多品牌声称其移动应用程序采用了最新的人工智能技术,年轻顾客面临着应用程序疲劳,并开始质疑这一接触点的真实性。本文旨在研究真实性对人工智能驱动的品牌应用程序价值共创的中介效应。设计/方法/途径本研究借鉴监管参与理论,将真实性概念化为客户价值体验过程中的关键结构,从而引发客户价值共创。通过两个基于场景的在线实验,收集了 444 名年轻顾客的数据。研究结果表明,感知真实性是媒体丰富度(聊天机器人 vs 人工智能文本 vs 增强现实)与价值共创之间的重要中介。共同品牌契合度(高 vs 低)和来源认可(医生 vs 政府)对媒体丰富度和感知真实性之间的关系没有交互影响,而强制规范(高 vs 低)则加强了这种关系。真实性是年轻顾客技术认知的关键。年轻消费者认为真实性是一种动力体验,它通过应用程序的属性(如媒体丰富性)和社会标准(如规范),而不是品牌因素(如联合品牌契合度、来源认可)来吸引消费者。