Deposit AI as the “invisible hand” to make the resale easier: A moderated mediation model |
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| Institution: | 1. International Business School, Guangdong University of Finance and Economics, Guangzhou, 510320, China;2. School of Business Administration, Guangdong University of Finance and Economics, Guangzhou, 510320, China;1. Graduate School of Economics, Osaka University, Japan;2. School of Business Administration, Kwansei Gakuin University, Japan;3. Robert H. Smith School of Business, University of Maryland, USA;1. School of Business Administration, Northeastern University, Shenyang, Liaoning, 110819, China;2. Northeastern University at Qinhuangdao, Qinhuangdao, 066004, China;3. College of Mathematics and Informatics, Fujian Normal University, Fuzhou, Fujian, 350117, China;4. Digital Fujian Internet-of-Things Laboratory of Environmental Monitoring, Fujian Normal University, Fuzhou, Fujian, 350117, China;1. Department of Human Studies, LUMSA University of Rome, Piazza delle Vaschette, 101, 00193, Rome, Italy;2. Department of Management and Quantitative Studies, University of Naples Parthenope, Via Generale Parisi, 13, 80132, Naples, Italy;3. Department of Communication and Social Research (CORIS), Sapienza, University of Rome, Via Salaria 113, 00198, Rome, Italy;1. Department of Business Administration, Myongji University, Seoul, South Korea;2. College of Business Administration, Inha University, Incheon, South Korea;3. College of Business Administration, Inha University, Incheon, South Korea |
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| Abstract: | While existing works pay little attention to price setters and the application of artificial intelligence (AI) agents in second-hand trading, the current research examines whether, and how, price setter (AI VS. seller)affects buyers' willingness to pay (WTP)in the case of second-hand trading on P2P platform. 25 interviews and 3 online studies have been conducted to demonstrate the results: (i) compared with goods priced by sellers, buyers are more willing to pay for goods priced by platform AI (Studies 1&2), (ii) buyers' perceived objectivity mediates the relationship between price setter and buyers' WTP (Study 2), (iii) perceived reductionistic of AI eliminates the effect of price setter on WTP (Study 3), and (iv) augmented intelligence (vs. AI)can have equal effect on buyers’ WTP (Study 4). These findings offer considerable implications for practitioners on how to build an AI pricing agent that is superior to humans on P2P second-hand trading platforms while ensuring the well-being of platform traders. |
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| Keywords: | Second-hand goods AI pricing agent Perceived objectivity |
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