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How perceptions of intelligence and anthropomorphism affect adoption of personal intelligent agents

Author

Listed:
  • Sara Moussawi

    (Carnegie Mellon University)

  • Marios Koufaris

    (City University of New York)

  • Raquel Benbunan-Fich

    (City University of New York)

Abstract

A personal intelligent agent (PIA) is a system that acts intelligently to assist a human using natural language. Examples include Siri and Alexa. These agents are powerful computer programs that operate autonomously and proactively, learn and adapt to change, react to the environment, complete tasks within a favorable timeframe and communicate with the user using natural language to process commands and compose replies. PIAs are different from other systems previously explored in Information Systems (IS) due to their personalized, intelligent, and human-like behavior. Drawing on research in IS and Artificial Intelligence, we build and test a model of user adoption of PIAs leveraging their uique characteristics. Analysis of data collected from an interactive lab-based study for new PIA users confirms that both perceived intelligence and anthropomorphism are significant antecedents of PIA adoption. Our findings contribute to the understanding of a quickly-changing and fast-growing set of technologies that extend users’ capabilities and their sense of self​.

Suggested Citation

  • Sara Moussawi & Marios Koufaris & Raquel Benbunan-Fich, 2021. "How perceptions of intelligence and anthropomorphism affect adoption of personal intelligent agents," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(2), pages 343-364, June.
    • Handle: RePEc:spr:elmark:v:31:y:2021:i:2:d:10.1007_s12525-020-00411-w
    DOI: 10.1007/s12525-020-00411-w
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    Cited by:

    1. Mengjun Li & Ayoung Suh, 2022. "Anthropomorphism in AI-enabled technology: A literature review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2245-2275, December.
    2. Farrukh Rafiq & Nikhil Dogra & Mohd Adil & Jei-Zheng Wu, 2022. "Examining Consumer’s Intention to Adopt AI-Chatbots in Tourism Using Partial Least Squares Structural Equation Modeling Method," Mathematics, MDPI, vol. 10(13), pages 1-15, June.
    3. Taoufiq Dadouch & Bouchra Bennani & Malika Haoucha, 2023. "Consumer Acceptance of Mobile Shopping Apps, From Basic Apps to AI-Conversational Apps: A Literature Review," Post-Print hal-04194657, HAL.
    4. Oliveira, Guilherme Gouvea de & Lizarelli, Fabiane Letícia & Teixeira, Jorge Grenha & Mendes, Glauco Henrique de Sousa, 2023. "Curb your enthusiasm: Examining the customer experience with Alexa and its marketing outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    5. Gkinko, Lorentsa & Elbanna, Amany, 2023. "Designing trust: The formation of employees’ trust in conversational AI in the digital workplace," Journal of Business Research, Elsevier, vol. 158(C).
    6. Söderlund, Magnus, 2022. "Service robots with (perceived) theory of mind: An examination of humans’ reactions," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    7. Maroufkhani, Parisa & Asadi, Shahla & Ghobakhloo, Morteza & Jannesari, Milad T. & Ismail, Wan Khairuzaman Wan, 2022. "How do interactive voice assistants build brands' loyalty?," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    8. Philipp Ebel & Matthias Söllner & Jan Marco Leimeister & Kevin Crowston & Gert-Jan Vreede, 2021. "Hybrid intelligence in business networks," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(2), pages 313-318, June.
    9. Liu, Wenlong & Jiang, Min & Li, Wangjie & Mou, Jian, 2024. "How does the anthropomorphism of AI chatbots facilitate users' reuse intention in online health consultation services? The moderating role of disease severity," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    10. Rongbin Yang & Santoso Wibowo, 2022. "User trust in artificial intelligence: A comprehensive conceptual framework," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2053-2077, December.

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    More about this item

    Keywords

    Personal intelligent agents; Perceived intelligence; Perceived anthropomorphism; Dual-purpose information systems; IT adoption;
    All these keywords.

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General
    • O39 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Other

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