Consumer perceptions of artificial intelligence avatars : linking cognitive evaluations to behavioural responses. (2021)
Type of ContentTheses / Dissertations
Degree NameMaster of Commerce
PublisherUniversity of Canterbury
The purpose of this research was to understand the direct effects of multiple AI (artificial intelligence) genders, purchase types, and anthropomorphised levels (environmental stimuli), on consumers’ cognitive, and behavioural response to AI. The research adopts an experimental design, to understand the influence of environmental stimuli on participants’ cognitive and behavioural responses using a 2 x 2 x 2 between-subjects factorial design. The experiment exposed participants to one of eight manipulations of the studies’ three independent variables (“purchase type,” “AI gender,” and “anthropomorphism level”). Amazon’s Mechanical Turk was utilised to recruit participants for both the pre-test and the main study using a questionnaire that was designed and distributed through Qualtrics. Initially, 644 participants were sampled for this experiment but after data cleansing, the sample size was reduced to 612. A three-way ANCOVA, independent t-test, linear regression, and structural equation model (SEM) analyses were conducted to test the studies’ three main hypotheses. The results indicated that the manipulation of the three independent variables significantly affected participants’ usage and purchase intention (behavioural responses), and one cognitive response (website credibility). Furthermore, the linear regression analyses indicated that four cognitive responses were found to significantly predict participants’ behavioural responses. However the results of SEM identified three cognitive responses (website believability, website sense of presence and technology helpfulness) as having a significant effect towards predicting participants’ behavioural responses. The last key finding was the influence of the control variable of user overall mood, the results found that users mood significant effected all five cognitive responses and both behavioural responses. Lastly, the managerial and theoretical implications are discussed, along with research limitations and suggestions for future research.
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