Social avoidance needs boost AI's nonsocial attribute valuation in secret consumption

Abstract

Consumers have a significant demand for receiving services in secret consumption, and choosing artificial intelligence (AI) to provide confidential services is becoming an option for them. However, the underlying mechanism behind their choice of AI service provider in secret consumption is not clear. Based on social avoidance theory, this paper finds that consumers appreciate AI in the context of secret consumption. They wish to hide their information and reduce social ties with service providers, thus preferring AI service providers with nonsocial attributes over human service providers. The underlying mechanism for this phenomenon is the need for social avoidance during secret consumption, which increases the value of AI's nonsocial attribute.