When do consumers prefer AI to human service providers? the role of impression management concern
by Hyunji Nam
THESIS
2020
M.Phil. Marketing
viii, 44 pages : illustrations ; 30 cm
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.
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