When You Feel You Own AI Assistants: How Consumer Ownership Enhances Consumers' Adoption Intention DOI Open Access
Xuan Zhang, Hanyu Chen, Yidan Ma

et al.

Journal of Consumer Behaviour, Journal Year: 2025, Volume and Issue: unknown

Published: March 28, 2025

ABSTRACT AI assistants are transforming the business landscape by revolutionizing customer service, sales, and marketing. This study investigates how consumer ownership—defined as psychological sense of ownership over products—affects adoption intentions assistants. Drawing on theory commitment, we find that significantly increases intention fostering a stronger commitment to product. In series three studies, demonstrate real (Study 1, N = 120, Survey) perceived 2, 200, Experiment) both enhance intentions. Furthermore, Study 3 ( reveals impact is moderated type assistant. Specifically, effect for functional but disappears companion research provides valuable strategies businesses increase adoption.

Language: Английский

When You Feel You Own AI Assistants: How Consumer Ownership Enhances Consumers' Adoption Intention DOI Open Access
Xuan Zhang, Hanyu Chen, Yidan Ma

et al.

Journal of Consumer Behaviour, Journal Year: 2025, Volume and Issue: unknown

Published: March 28, 2025

ABSTRACT AI assistants are transforming the business landscape by revolutionizing customer service, sales, and marketing. This study investigates how consumer ownership—defined as psychological sense of ownership over products—affects adoption intentions assistants. Drawing on theory commitment, we find that significantly increases intention fostering a stronger commitment to product. In series three studies, demonstrate real (Study 1, N = 120, Survey) perceived 2, 200, Experiment) both enhance intentions. Furthermore, Study 3 ( reveals impact is moderated type assistant. Specifically, effect for functional but disappears companion research provides valuable strategies businesses increase adoption.

Language: Английский

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