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Exploring the role of AI algorithmic agents: The impact of algorithmic decision autonomy on consumer purchase decisions

Although related studies have examined the impact of different images of artificial intelligence products on consumer evaluation, exploring the impact on consumer purchase decisions from the perspective of algorithmic decision autonomy remains under-explored. Based on the self-determination theory,...

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Detalles Bibliográficos
Autores principales: Fan, Yuejiao, Liu, Xianggang
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9630471/
https://www.ncbi.nlm.nih.gov/pubmed/36337487
http://dx.doi.org/10.3389/fpsyg.2022.1009173
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author Fan, Yuejiao
Liu, Xianggang
author_facet Fan, Yuejiao
Liu, Xianggang
author_sort Fan, Yuejiao
collection PubMed
description Although related studies have examined the impact of different images of artificial intelligence products on consumer evaluation, exploring the impact on consumer purchase decisions from the perspective of algorithmic decision autonomy remains under-explored. Based on the self-determination theory, this research discusses the influence of the agent decision-making role played by different AI algorithmic decision autonomy on consumer purchase decisions. The results of the 3 studies indicate that algorithmic decision autonomy has an inverted U-shaped effect on consumer’s purchase decisions, consumer’s self-efficacy mediates the relationship between algorithmic decision autonomy and purchase decisions, and consumer’s power distance moderates the relationship between algorithmic decision autonomy, self-efficacy, and purchase decisions. The research results can provide references for marketers, retailers, algorithm designers, and other parties to formulate algorithm marketing strategies, make AI algorithm decisions better serve consumers, and achieve value co-creation with consumers.
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spelling pubmed-96304712022-11-04 Exploring the role of AI algorithmic agents: The impact of algorithmic decision autonomy on consumer purchase decisions Fan, Yuejiao Liu, Xianggang Front Psychol Psychology Although related studies have examined the impact of different images of artificial intelligence products on consumer evaluation, exploring the impact on consumer purchase decisions from the perspective of algorithmic decision autonomy remains under-explored. Based on the self-determination theory, this research discusses the influence of the agent decision-making role played by different AI algorithmic decision autonomy on consumer purchase decisions. The results of the 3 studies indicate that algorithmic decision autonomy has an inverted U-shaped effect on consumer’s purchase decisions, consumer’s self-efficacy mediates the relationship between algorithmic decision autonomy and purchase decisions, and consumer’s power distance moderates the relationship between algorithmic decision autonomy, self-efficacy, and purchase decisions. The research results can provide references for marketers, retailers, algorithm designers, and other parties to formulate algorithm marketing strategies, make AI algorithm decisions better serve consumers, and achieve value co-creation with consumers. Frontiers Media S.A. 2022-10-20 /pmc/articles/PMC9630471/ /pubmed/36337487 http://dx.doi.org/10.3389/fpsyg.2022.1009173 Text en Copyright © 2022 Fan and Liu. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Fan, Yuejiao
Liu, Xianggang
Exploring the role of AI algorithmic agents: The impact of algorithmic decision autonomy on consumer purchase decisions
title Exploring the role of AI algorithmic agents: The impact of algorithmic decision autonomy on consumer purchase decisions
title_full Exploring the role of AI algorithmic agents: The impact of algorithmic decision autonomy on consumer purchase decisions
title_fullStr Exploring the role of AI algorithmic agents: The impact of algorithmic decision autonomy on consumer purchase decisions
title_full_unstemmed Exploring the role of AI algorithmic agents: The impact of algorithmic decision autonomy on consumer purchase decisions
title_short Exploring the role of AI algorithmic agents: The impact of algorithmic decision autonomy on consumer purchase decisions
title_sort exploring the role of ai algorithmic agents: the impact of algorithmic decision autonomy on consumer purchase decisions
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9630471/
https://www.ncbi.nlm.nih.gov/pubmed/36337487
http://dx.doi.org/10.3389/fpsyg.2022.1009173
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