A Study of Customer Acceptance of Artificial Intelligence Technology

Abstract

This research aims to investigate the acceptance of artificial intelligence (AI) technology-enabled services by customers during front-line service meetings. The study collected data from 412 Korean individuals through an online survey and utilized hierarchical regression analysis to test the hypotheses. The results of the study show that the clarity of the roles of both the customer and the AI, the customer's motivation to adopt AI-based technology, and the customer's ability to use AI devices increase the likelihood of acceptance of AI devices. However, concerns related to privacy weaken the relationship between role clarity and customer acceptance, while trust in AI technology strengthens the relationship between ability and customer acceptance.