'Smart ' Choice? Evaluating AI-Based mobile decision bots for in-store decision-making

被引：2

作者：

Chattaraman, Veena ^{[1
]}

Kwon, Wi-Suk ^{[1
]}

Ross, Kassandra ^{[2
]}

Sung, Jihyun ^{[3
]}

Alikhademi, Kiana ^{[4
]}

Richardson, Brianna ^{[4
]}

Gilbert, Juan E. ^{[4
]}

机构：

[1] Auburn Univ, Dept Consumer & Design Sci, 308 Spidle Hall, Auburn, AL 36849 USA

[2] Univ Alabama, Dept Mkt, 126 Alston Hall, Tuscaloosa, AL 35487 USA

[3] Cent Michigan Univ, Dept Fash Interior Design & Merchandising, 205 Wightman Hall, Mt Pleasant, MI 48859 USA

[4] Univ Florida, Dept Comp Informat Sci & Engn, POB 116120,301 CSE Bldg, Gainesville, FL 32611 USA

来源：

JOURNAL OF BUSINESS RESEARCH | 2024年 / 183卷

基金：

美国国家科学基金会;

关键词：

Conversational AI; Decision bots; Decision-making; Elaboration likelihood; Need for cognition; Product attributes; ARTIFICIAL-INTELLIGENCE; RECOMMENDATION AGENTS; INFORMATION OVERLOAD; VOICE ASSISTANTS; COGNITIVE EFFORT; WORK HUMAN; NEED; PERSPECTIVE; CONSUMERS; ENVIRONMENTS;

D O I：

10.1016/j.jbusres.2024.114801

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

To address a research gap on how AI can be leveraged to enhance customers' in-store journeys, this study evaluates the effectiveness of an AI-powered conversational decision bot (mobile messaging app) employing two laboratory experiments in a simulated store. Study 1 revealed that consumers found in-store shopping to be more enjoyable and effortful with a decision bot than without, demonstrating that these bots reinforce consumers' instore hedonic and utilitarian experiences. Study 2 evaluated the effectiveness of two types of decision bots (attribute- vs. alternative-based), revealing that consumers' perceived usefulness and reuse/recommend intentions for the bot were higher when using an attribute- as compared to an alternative-based bot. When shopping in-store, consumers benefit from a decision bot that retrieves attribute-level information for the product category rather than one that focuses on single product alternatives. This study makes important theoretical contributions to constructive decision theory, the Elaboration Likelihood Model, and language-based adaptive intelligence.

引用

页数：18

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