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Social anxiety as a moderator in consumer willingness to accept AI assistants based on utilitarian and hedonic values

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  • Yuan, Chunlin
  • Zhang, Chenlei
  • Wang, Shuman

Abstract

This study develops a comprehensive research model to explain user willingness to accept AI assistants, and the acceptance path pertaining to this process. User data was used to test how the advantages of AI assistant (accuracy, responsiveness, compatibility, anthropomorphism, & affinity) influence consumer utilitarian and hedonic value, and explore how their willingness to accept AI assistants is affected by their value perceptions. This research also examines whether social anxiety moderates the relationship between AI assistant advantages and utilitarian/hedonic value. The study reveals that AI assistant advantages are important factors affecting the utilitarian/hedonic value perceived by users, which further influence user willingness to accept AI assistants. The relationships between AI assistant advantages and utilitarian and hedonic value are affected differently by social anxiety. Marketers and managers in the AI context can refer to the study methods to help improve AI assistants and develop more effective marketing strategies for product promotion.

Suggested Citation

  • Yuan, Chunlin & Zhang, Chenlei & Wang, Shuman, 2022. "Social anxiety as a moderator in consumer willingness to accept AI assistants based on utilitarian and hedonic values," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    • Handle: RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921004446
    DOI: 10.1016/j.jretconser.2021.102878
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    14. Pelau Corina & Barbul Maria & Bojescu Irina, 2022. "A conceptual comparative approach on personal AI assistants and external service robots," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 16(1), pages 1466-1474, August.
    15. Hai Lan & Xiaofei Tang & Yong Ye & Huiqin Zhang, 2024. "Abstract or concrete? The effects of language style and service context on continuous usage intention for AI voice assistants," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
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    18. Hu, Qian & Pan, Zhao, 2023. "Can AI benefit individual resilience? The mediation roles of AI routinization and infusion," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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