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The positive effect of artificial intelligence technology transparency on digital endorsers: Based on the theory of mind perception

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  • Wang, Xiaoyi
  • Qiu, Xingyi

Abstract

Digital endorsers, blending AI technology and endorsers attributes, are increasingly replacing traditional human endorsers in marketing. Unlike the trend where users show less engagement with AI services like chatbots upon realizing their technological nature, our research indicates that transparency in the AI technology of digital endorsers positively influences their effectiveness. Drawing from the theory of mind perception, five studies were conducted to demonstrate the positive impact of AI technology transparency in digital endorsers on consumer engagement and purchase intentions. Study 1 utilized data from social platforms to explore the correlation between transparency and engagement. Study 2 confirmed the positive effect of transparency on purchase intention through an experimental approach. Study 3 identified perceived agency and experience as parallel mediators in this relationship. Study 4 and 5 showed that positive prior AI knowledge and artistic product endorsements enhance these effects. Overall, this research, focusing on digital endorsers, not only provides practical insights for marketing and advertising professionals but also contributes to the theoretical understanding of how the integration of AI and endorsers attributes in technology disclosure can yield positive effects.

Suggested Citation

  • Wang, Xiaoyi & Qiu, Xingyi, 2024. "The positive effect of artificial intelligence technology transparency on digital endorsers: Based on the theory of mind perception," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    • Handle: RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000730
    DOI: 10.1016/j.jretconser.2024.103777
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