The influence of anthropomorphic appearance of artificial intelligence products on consumer behavior and brand evaluation under different product types |
| |
Institution: | 1. Swinburne University of Technology, Australia;2. Charles Sturt University, Australia;1. Univ. Grenoble Alpes, Grenoble INP*, CERAG, 38000, Grenoble, France;2. Institute of Engineering and Management Univ, Grenoble, Alpes, France;1. Institute for Economic Research, Hebei University of Economics and Business, Shijiazhuang 050061, China;2. College of Management and Economics, Tianjin University, Tianjin 300072, China;1. Univ. Grenoble Alpes, Grenoble INP, CERAG, 38000, Grenoble, France;2. Excelia Business School, CERIIM, La Rochelle, France |
| |
Abstract: | While artificial intelligence products are widely used in the market, their anthropomorphic appearance design is becoming a frontier issue in product strategy and consumer behavior research. The aim of this study was to investigate the influence of anthropomorphic appearance on consumer behavior and brand evaluation under different AI product types. It was conducted in China, a new but rapidly-growing country in the field of Internet, AI technology and AI product consumption. This study conducted four situational experiments with a 2 (anthropomorphic design: anthropomorphic vs. non-anthropomorphic) × 2 (product type: hedonic vs. utilitarian) between subjects’ experimental design. Data was collected from 1172 Chinese “Digital Natives” by using a structured questionnaire. The findings revealed that for hedonic AI products, anthropomorphic appearance improves consumers' purchase intention and brand evaluation through perceived entertainment, and intelligence level significantly moderates the mediating effect of perceived entertainment; while for practical AI products, anthropomorphic appearance improves consumers' purchase intention and brand evaluation through perceived usefulness, and intelligence level does not significantly moderate the mediating effect of perceived usefulness. There is no significant moderating effect of intelligence level on perceived usefulness. The study contributes to development and validation of a more comprehensive understanding and theoretical foundation of anthropomorphism, and furthermore explores the impact of anthropomorphic appearance on consumer behavior and brand evaluation under different AI product types. This study also provides insights for companies to apply anthropomorphic strategies. |
| |
Keywords: | Artificial intelligence Product anthropomorphism Consumer perception Purchase intention Brand evaluation |
本文献已被 ScienceDirect 等数据库收录! |
|