Why Do Retail Customers Adopt Artificial Intelligence (AI) Based Autonomous Decision-Making Systems?
基于技术接受模型和霍夫斯泰德文化理论，分析了454名顾客数据，发现努力期望、绩效期望、便利条件和社会影响正向影响顾客采用AI自主决策系统，集体主义增强社会影响的作用，不确定性规避则削弱多项影响。
Advancements in Artificial Intelligence (AI) have led to the development of autonomous decision-making processes, allowing customers to delegate decisions and tasks. Such technologies have the potential to alter the retailing landscape. Grounded in the unified theory of acceptance and use of technology and Hofstede's cultural theory, this article investigates customers’ adoption of AI-based autonomous decision-making processes by analyzing 454 customer responses using covariance-based structural equation modeling. The results reveal that effort expectancy, performance expectancy, facilitating conditions, and social influence are positively associated with customers’ adoption of autonomous decision-making processes. Collectivism strengthened the positive association of social influence with customer attitude, whereas uncertainty avoidance dampened the associations of performance expectancy, effort expectancy, and social influence with attitude. The findings provide useful implications for system developers and managers while providing future researchers with directions to further explore autonomous decision-making processes.