Artificial intelligence or human: when and why consumers prefer AI recommendations
研究了消费者在购买物质产品与体验产品时，对AI推荐和人类推荐的不同偏好，发现AI推荐在物质产品上被认为更胜任，而人类推荐在体验产品上更受青睐。
Purpose Artificial intelligence (AI) is revolutionizing product recommendations, but little is known about consumer acceptance of AI recommendations. This study examines how to improve consumers' acceptance of AI recommendations from the perspective of product type (material vs experiential). Design/methodology/approach Four studies, including a field experiment and three online experiments, tested how consumers' preference for AI-based (vs human) recommendations differs between material and experiential product purchases. Findings Results show that people perceive AI recommendations as more competent than human recommendations for material products, whereas they believe human recommendations are more competent than AI recommendations for experiential products. Therefore, people are more (less) likely to choose AI recommendations when buying material (vs experiential) products. However, this effect is eliminated when is used as an assistant to rather than a replacement for a human recommendation. Originality/value This study is the first to focus on how products' material and experiential attributes influence people's attitudes toward AI recommendations. The authors also identify under what circumstances resistance to algorithmic advice is attenuated. These findings contribute to the research on the psychology of artificial intelligence and on human–technology interaction by investigating how experiential and material attributes influence preference for or resistance to AI recommenders.