Wen Haitao, Zhang Lulu, Sheng Ao, Li Mingda, Guo Bingfeng
School of Business and Management, Jilin University, Changchun, China.
Front Psychol. 2022 May 6;13:863313. doi: 10.3389/fpsyg.2022.863313. eCollection 2022.
The emergence of artificial intelligence (AI) has changed traditional methods of value co-creation. Diverging from traditional methods, this study discusses the influencing factors of AI-supported consumer value co-creation from the perspective of human-to-non-human interactions. This study adopts the stimulus-organism-response framework with consumer engagement (CE) as the intermediary to explore the impact of consumers' personal subjective factors, community factors, and perceptions of AI technology on their value co-creating behaviors. Data were collected from 528 respondents from the Huawei Huafen Club, Xiaomi BBS, Apple China Virtual Brand, Micromobile Phone, and Lenovo communities. SPSS Amos software was used for statistical analysis, revealing that perceived personalization, autonomy, community identity, trust in AI, and self-efficacy are motivational factors that have significant effects on consumer value co-creation behaviors, in which CE plays a significant intermediary role. Our study contributes to the literature on consumer value co-creation supported by AI technology. We also offer important insights for developers of AI-enabled products and service managers.
人工智能（AI）的出现改变了传统的价值共创方式。本研究有别于传统方法，从人与非人类互动的角度探讨了人工智能支持下的消费者价值共创的影响因素。本研究采用以消费者参与度（CE）为中介的刺激—机体—反应框架，以探究消费者个人主观因素、社区因素以及对人工智能技术的认知对其价值共创行为的影响。数据收集自华为花粉俱乐部、小米论坛、苹果中国虚拟品牌、小米手机和联想社区的528名受访者。使用SPSS Amos软件进行统计分析，结果显示，感知个性化、自主性、社区认同感、对人工智能的信任和自我效能感是对消费者价值共创行为有显著影响的动机因素，其中消费者参与度起到了显著的中介作用。我们的研究为人工智能技术支持下的消费者价值共创文献做出了贡献。我们还为人工智能产品开发者和服务管理者提供了重要见解。
