The AI-extended consumer: Technology, consumer, country differences in the formation of demand for AI-empowered consumer products
The AI-extended consumer: Technology, consumer, country differences in the formation of demand for AI-empowered consumer products
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DOI：
10.1016/j.techfore.2021.121018
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发表时间：
2021-11
影响因子：
12
通讯作者：
Björn Frank;Boris Christian Herbas-Torrico;S. Schvaneveldt
中科院分区：
文献类型：
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作者：
Björn Frank;Boris Christian Herbas-Torrico;S. Schvaneveldt
人工智能 (AI) 的最新进展将彻底改变现有行业。本文借鉴授权理论，通过解释人工智能消费产品（人工智能产品）需求形成中的技术、消费者和国家差异，扩展了营销文献。基于对五个国家 2,775 名消费者对汽车附加自动驾驶系统评估的分层线性模型，本研究发现感知价值的功利性（与高效目标实现相关）、享乐性（与情感相关）和象征性（与消费者的自我概念相关）维度都对人工智能产品需求做出了重大贡献。从技术差异来看，AI产品自主化程度增强了享乐价值和象征价值的作用，削弱了功利价值对AI产品需求的影响。就国家差异而言，文化表现导向增强了功利价值对AI产品需求的影响。就消费者差异而言，消费者独立的自我建构削弱了享乐价值和象征价值的作用。此外，消费者固有的主动性削弱了功利价值对人工智能产品需求的影响，增强了象征价值对人工智能产品需求的影响。基于这些结果，本文讨论了对营销学者和从业者以及公共政策制定者的影响。
Recent advances in artificial intelligence (AI) are set to revolutionize established industries. Drawing on delegation theory, this article extends the marketing literature by explaining technology, consumer, and country differences in the formation of demand for AI-empowered consumer products (AI products). Based on hierarchical linear modeling of 2,775 consumer evaluations of automobile add-on autonomous driving systems across five countries, this study finds that the utilitarian (related to efficient goal achievement), hedonic (related to emotions), and symbolic (related to the consumer's self-concept) dimensions of perceived value all contribute substantially to AI product demand. Regarding technology differences, the degree of AI product autonomy enhances the effects of both hedonic and symbolic value and weakens the effect of utilitarian value on AI product demand. Regarding country differences, cultural performance orientation enhances the effect of utilitarian value on AI product demand. Regarding consumer differences, a consumer's independent self-construal weakens the effects of hedonic and symbolic value. Moreover, a consumer's inherent activeness weakens the effect of utilitarian value and strengthens the effect of symbolic value on AI product demand. Based on these results, the article discusses implications for marketing scholars and practitioners and for public policy-makers.