Abstract
This research explores consumers’ attitudes toward the service provided by Artificial Intelligence (AI). In contrast to previous findings showing that consumers generally prefer human services over AI-based services, I demonstrate that a certain service context leads to an opposite pattern when it requires consumers to interact and share their intimate information with the service agent. Two studies support the proposed hypotheses that consumers prefer AI-based services to human services in a matchmaking service context that require intensive interaction and intimate self-disclosure with the service agent. Moreover, study 2 demonstrated that consumers’ concern for impression management underlies the reversed preference for AI-based services to human services.