Xia Tiansheng, Shen Xiaoqi, Li Linli
School of Art and Design, Guangdong University of Technology, Guangzhou 510090, China.
Foods. 2024 Sep 20;13(18):2983. doi: 10.3390/foods13182983.
In recent years, artificial intelligence (AI) has been developing rapidly and has had a broad impact on the food industry, with food produced from AI-generated recipes already appearing to actually go on sale. However, people's trust and willingness to purchase AI food are still unclear. This study builds an integrated theoretical model based on cognitive trust and affective trust, taking into account consumers' quality value orientations, social norms, and perceived risks of AI food, with the aim of predicting and exploring consumers' trust and acceptance of AI food. This study utilized the questionnaire method and 315 questionnaires were collected. The results of structural equation modeling (PLS-SEM) indicated that food quality orientation, subjective norms, perceived trust, and affective trust all had a significant positive effect on consumers' purchase intentions. Perceived risk had a negative effect on affective trust and consequently on consumers' purchase intention, but the effect on cognitive trust was not significant. The results also suggest that cognitive trust is the basis of affective trust and that consumer trust and acceptance of AI food can be enhanced by augmenting two antecedents of cognitive trust (food quality orientation and subjective norms). Possible practical implications and insights from the current findings are discussed.
近年来，人工智能（AI）发展迅速，对食品行业产生了广泛影响，由人工智能生成食谱制作的食品已经开始实际销售。然而，人们对人工智能食品的信任度和购买意愿仍不明确。本研究基于认知信任和情感信任构建了一个综合理论模型，考虑了消费者的质量价值取向、社会规范以及对人工智能食品的感知风险，旨在预测和探索消费者对人工智能食品的信任和接受程度。本研究采用问卷调查法，共收集了315份问卷。结构方程模型（PLS-SEM）的结果表明，食品质量取向、主观规范、感知信任和情感信任均对消费者的购买意愿产生显著正向影响。感知风险对情感信任进而对消费者的购买意愿产生负面影响，但对认知信任的影响不显著。研究结果还表明，认知信任是情感信任的基础，通过增强认知信任的两个前提条件（食品质量取向和主观规范）可以提高消费者对人工智能食品的信任和接受程度。本文讨论了当前研究结果可能的实际意义和启示。
