Fan Yuejiao, Liu Xianggang
Business School, Huaqiao University, Quanzhou, China.
Front Psychol. 2022 Oct 20;13:1009173. doi: 10.3389/fpsyg.2022.1009173. eCollection 2022.
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.
尽管相关研究已经考察了人工智能产品的不同形象对消费者评价的影响，但从算法决策自主性的角度探讨其对消费者购买决策的影响仍未得到充分研究。基于自我决定理论，本研究探讨了不同人工智能算法决策自主性所扮演的代理决策角色对消费者购买决策的影响。三项研究的结果表明，算法决策自主性对消费者购买决策具有倒U形影响，消费者自我效能感在算法决策自主性与购买决策之间起中介作用，消费者权力距离调节算法决策自主性、自我效能感与购买决策之间的关系。研究结果可为营销人员、零售商、算法设计者等各方制定算法营销策略提供参考，使人工智能算法决策更好地服务于消费者，并与消费者实现价值共创。
