AI assistant is my new best friend! Role of emotional disclosure, performance expectations and intention to reuse

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2024-09-27 DOI:10.1016/j.jretconser.2024.104087

Sana Affandi , Muhammad Ishtiaq Ishaq , Ali Raza , Qurat-ul-ain Talpur , Rehan Ahmad

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引用次数: 0

Abstract

In this modern era, high-tech companies are launching their AI assistants, considering their role in shaping consumer behavior. This research sheds light by building a conceptual framework using dual process theory to determine the impact of AI assistant advantage on user engagement and user emotional disclosure, subsequently influencing the intention to reuse AI with the moderating role of performance expectation. Using a random sampling method, a structured questionnaire was used for data collection from 644 consumers. The findings show that AI assistant advantages positively impact user engagement, and user emotional disclosure increases the intention to reuse AI assistants. This impact of user engagement and user emotional disclosure, along with performance expectations, maximizes the reuse intention of AI. Managers and marketers in the AI environment can insinuate the study methods to increase the intention of reuse and may transform their marketing strategies to promote their businesses using AI more effectively.

查看原文本刊更多论文

人工智能助手是我最好的新朋友情感披露、绩效预期和重用意愿的作用

在当今时代，高科技公司纷纷推出自己的人工智能助手，考虑其在塑造消费者行为方面的作用。本研究利用双重过程理论构建了一个概念框架，以确定人工智能助手的优势对用户参与和用户情感披露的影响，进而在性能预期的调节作用下影响用户重用人工智能的意愿。研究采用随机抽样方法，对 644 名消费者进行了结构化问卷调查。研究结果表明，人工智能助手的优势会对用户参与度产生积极影响，而用户情感披露会提高人工智能助手的重用意愿。这种用户参与和用户情感披露的影响，再加上性能预期，最大限度地提高了人工智能的重用意向。人工智能环境中的管理者和营销人员可以借鉴研究方法来提高重用意向，并可以转变营销策略，更有效地利用人工智能促进业务发展。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.