Industrial Management & Data Systems,
Год журнала:
2025,
Номер
unknown
Опубликована: Янв. 24, 2025
Purpose
This
study
aims
to
discover
the
impact
of
interaction
between
learning
performance
(as
behavioral
realism)
and
realistic
appearance
form
AI-powered
software
robots
on
user
trust.
The
also
reveal
how
why
happens,
especially
from
dual
processing
perspective
affective
cognitive
human
responses.
Design/methodology/approach
We
adopted
an
experimental
research
methodology
in
a
movie
recommendation
system
environment
where
machine
learning-based
recommendations
are
widely
used.
conducted
3
×
2
factorial
design
experimentation
based
three
levels
(low,
mid
high)
two
(caricature
avatar
digital
human).
used
ANCOVA
PROCESS
Macro
analyze
our
models.
Findings
Our
results
confirm
that
(intelligence)
is
critical
factor
influencing
trust
robots,
this
intelligence–trust
relationship
influenced
by
their
appearance.
further
there
significant
intermediating
mechanisms,
i.e.
responses,
intelligence–appearance
effect
explained
response
mechanism.
Practical
implications
provides
valuable
for
creating
optimal
can
lead
various
settings
utilized.
Originality/value
has
sveral
contributions
literature.
First,
addition
well-recognized
anthropomorphic
characteristics,
investigates
another
(learning
as
intelligence
characteristics)
intriguing
realism
factors.
Second,
drawing
upon
mediated
moderation
perspective,
proposes
novice
factors
build
(the
underlying
mechanisms).
Psychology and Marketing,
Год журнала:
2024,
Номер
41(4), С. 880 - 898
Опубликована: Янв. 4, 2024
Abstract
While
consumer
engagement
(CE)
in
the
context
of
artificially
intelligent
(AI‐based)
technologies
(e.g.,
chatbots,
smart
products,
voice
assistants,
or
autonomous
cars)
is
gaining
traction,
themes
characterizing
this
emerging,
interdisciplinary
corpus
work
remain
indeterminate,
exposing
an
important
literature‐based
gap.
Addressing
gap,
we
conduct
a
systematic
review
89
studies
using
Preferred
Reporting
Items
for
Systematic
reviews
and
Meta‐Analyses
(PRISMA)
approach
to
synthesize
AI‐based
CE
literature.
Our
yields
three
major
CE,
including
(i)
Increasingly
accurate
service
provision
through
;
(ii)
Capacity
(co)create
consumer‐perceived
value
,
(iii)
CE's
reduced
effort
their
task
execution
.
We
also
develop
conceptual
model
that
proposes
antecedents
personal,
technological,
interactional,
social,
situational
factors,
consequences
consumer‐based,
firm‐based,
human‐AI
collaboration
outcomes.
conclude
by
offering
pertinent
implications
theory
development
future
research
questions
derived
from
proposed
CE)
practice
reducing
costs
brand/firm
interactions).
Journal of Retailing and Consumer Services,
Год журнала:
2024,
Номер
79, С. 103831 - 103831
Опубликована: Март 26, 2024
The
surge
in
social
media's
popularity
has
catalyzed
the
emergence
and
growth
of
media
influencers
(SMIs)
their
pivotal
role
marketing
strategy.
This
study
examines
impact
SMI
over-endorsement
on
consumer
purchase
intentions,
mediating
this
relationship
through
influencer
authenticity
credibility,
moderating
it
with
product
interest.
Employing
a
moderated-mediation
model
using
partial
least
squares
structural
equation
modeling
(PLS-SEM),
analyzes
survey
data
collected
from
303
users.
Contrary
to
intuitive
expectations,
does
not
directly
affect
intentions;
instead,
its
negative
influence
is
significantly
mediated
by
reduced
perceptions
credibility
among
SMIs,
interest
serving
as
mitigating
mechanism.
revelation
challenges
conventional
beliefs
revealing
that
repercussions
excessive
endorsements
are
erosion,
overshadowing
any
concerns
regarding
authenticity.
Importantly,
adverse
effect
can
be
mitigated
fostering
strategic
buffer.
suggests
rather
than
curtailing
endorsement
frequencies,
brands
SMIs
should
focus
amplifying
(e.g.,
enhancing
engagement
relevance)
thus
sustain
or
even
increase
activities
without
compromising
perceived
influencers,
thereby
maintaining
effectiveness
campaigns.
therefore
contributes
novel
insights
into
dynamics
marketing,
particularly
effects
behavior
conditions
under
which
these
may
neutralized.
International Journal of Human-Computer Interaction,
Год журнала:
2024,
Номер
unknown, С. 1 - 18
Опубликована: Июль 4, 2024
While
the
popularity
of
virtual
influencers
in
influencer
marketing
is
on
rise,
little
known
about
reasons
behind
their
increasing
popularity.
Furthermore,
there
also
a
dearth
research
examining
why
and
how
could
be
more
effective
than
human
influencing
consumer
purchase
decisions.
Drawing
concept
perceived
authenticity
machine
heuristic,
this
study
investigates
effects
type
(virtual
vs.
influencer)
consumers.
In
addition,
we
explore
if
heuristic
will
moderate
consumers
whether
trust
intentions
subsequently
associated
with
influencer.
Results
from
an
online
between-subjects
designed
experiment
(N
=
130)
indicated
that
were
unexpectedly
as
authentic
influencers.
Additionally,
significantly
increased
among
those
strong
belief
heuristic.
Subsequently,
found
positive
association
between
extent
consumers'
them.
was
positively
intention
to
products
they
promoted
by
These
findings
provide
valuable
insights
into
use
for
purposes.
Further
theoretical
practical
implications
are
discussed.
Psychology and Marketing,
Год журнала:
2024,
Номер
41(8), С. 1833 - 1853
Опубликована: Май 2, 2024
Abstract
Virtual
influencers
have
great
potential
to
shape
the
audience's
perception
and
motivate
behavioral
change.
Drawing
upon
anthropomorphism
theory
social
identity
theory,
this
paper
examined
interaction
effect
of
racial
homophily
virtual
in
shaping
audiences'
trust
subsequently
pro‐environmental
behaviors
low‐
high‐cost
contexts.
Two
online
studies
employing
experimental
materials
generated
by
artificial
intelligence
were
conducted.
Study
1
revealed
that
high
(human‐like
influencers)
(local‐like
are
more
effective
for
eliciting
context
low‐cost
behaviors.
The
findings
also
showed
low
(foreign‐like
would
further
weaken
level
a
influencer
(animate‐like
influencers).
2
aimed
replicate
from
enhanced
influencer.
moderated
mediation
analyses
confirmed
hypothesized
relationships
proposed
research
model.
This
advanced
our
understanding
on
moderating
role
serves
as
cognitive
shortcut
quick
decisions.
However,
(foreign‐like)
be
symbolic
These
insights
provide
valuable
guidance
businesses,
marketers,
environmental
advocates
aiming
leverage
encouraging
sustainability
practices.
