Canhoto Ana Isabel, Keegan Brendan James, Ryzhikh Maria
University of Sussex, Sussex, UK.
Maynooth University, Maynooth, Ireland.
Inf Syst Front. 2023 Jan 14:1-20. doi: 10.1007/s10796-023-10369-7.
Artificial intelligence (AI) is expected to bring to the physical retail environment the kind of mass personalisation that is already common in online commerce, delivering offers that are targeted to each customer, and that adapt to changes in the customer's context. However, factors related to the in-store environment, the small screen where the offer is delivered, and privacy concerns, create uncertainty regarding how customers might react to highly personalised offers that are delivered to their smartphones while they are in a store. To investigate how customers exposed to this type of AI-enabled, personalised offer, perceive it and respond to it, we use the personalisation-privacy paradox lens. Case study data focused on UK based, female, fashion retail shoppers exposed to such offers reveal that they seek discounts on desired items and improvement of the in-store experience; they resent interruptions and generic offers; express a strong desire for autonomy; and attempt to control access to private information and to improve the recommendations that they receive. Our analysis also exposes contradictions in customers' expectations of personalisation that requires location tracking. We conclude by drawing an analogy to the popular Snakes and Ladders game, to illustrate the delicate balance between drivers and barriers to acceptance of AI-enabled, highly personalised offers delivered to customers' smartphones while they are in-store.
人工智能（AI）有望将大规模个性化服务引入实体零售环境，这种服务在在线商务中已经很常见，即提供针对每个客户的优惠，并能根据客户环境的变化进行调整。然而，与店内环境、提供优惠信息的小屏幕以及隐私问题相关的因素，使得人们不确定客户在店内收到发送到其智能手机上的高度个性化优惠时会作何反应。为了研究接触此类人工智能驱动的个性化优惠的客户如何看待并回应它，我们采用了个性化-隐私悖论的视角。以英国女性时尚零售购物者为研究对象的案例研究数据显示，她们希望获得心仪商品的折扣并改善店内体验；反感受到打扰和千篇一律的优惠；表达了对自主的强烈渴望；并试图控制对私人信息的访问，改善收到的推荐。我们的分析还揭示了客户对需要位置跟踪的个性化服务的期望中存在的矛盾之处。我们通过类比流行的蛇梯棋游戏得出结论，以说明在店内向客户智能手机提供人工智能驱动的高度个性化优惠时，推动接受和阻碍接受的因素之间的微妙平衡。
