Can AI be suspicious? : the effects of sales assistant types and suspicion of ulterior motives on message credibilityAI도 의심받을 수 있을까? : 판매자의 종류와 숨은 동기에 대한 의심이 판매자의 메세지 신뢰도에 미치는 영향에 대한 연구

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The current research focuses on how consumers respond differently to the message from a sales assistant, depending on whether a sales assistant is artificial intelligence (AI) or a human. A message from an AI sales assistant is more credible than a human in a highly suspicious sales situation. However, in a less suspicious situation, a message delivered by a human is more credible than an AI. Compared with a human, an AI is perceived to have a low suspicion of ulterior motives. We also demonstrate moderating effects—first, a format of recommendations moderates the relationship between sales assistant type and message credibility. A message with a complex syntax reduces the suspicion of ulterior motives of a human, which in turn increases message credibility in a suspicious sales situation. Second, we present the moderating role of customized AI. A customized AI is considered a proxy for firms and strengthens the suspicion of ulterior motives, so the message credibility of customized AI is attenuated.
Advisors
Yoon, Yeosunresearcher윤여선researcher
Description
한국과학기술원 :경영공학부,
Publisher
한국과학기술원
Issue Date
2022
Identifier
325007
Language
eng
Description

학위논문(박사) - 한국과학기술원 : 경영공학부, 2022.8,[ii, 40 p. :]

Keywords

Artificial intelligence▼aAI adoption▼aUlterior motives▼aMessage credibility; 인공지능▼a인공지능 수용▼a숨은 동기▼a메세지 신뢰성

URI
http://hdl.handle.net/10203/307805
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=1007744&flag=dissertation
Appears in Collection
MT-Theses_Ph.D.(박사논문)
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