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Publicação
Artificial Intelligence and Decision Autonomy In Streaming Platforms
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Orientador(es)
Resumo(s)
Drawing on the expectation–confirmation theory and autonomy in AI, this research investigates how AI-based choices (vs. own choice) have detrimental effects on consumers' autonomy. A series of experimental studies suggest that AI choices reduce consumer satisfaction, highlighting the underlying mechanism of performance expectancy. In addition, while a mismatch in AI decision-making (i.e., a disjoint between consumers' preferences and AI choices) might backfire, the negative effects of AI decision-making on consumers' outcomes are mitigated when AI choices match consumers' preferences. By doing so, we make significant theoretical and practical contributions to research on consumers' sense of autonomy while interacting with AI.
Descrição
Gonçalves, A. R., Pinto, D. C., Shuqair, S., & Mattila, A. S. (2023). Artificial Intelligence and Decision Autonomy In Streaming Platforms. In Proceedings of the European Marketing Academy, 52nd [113999] European Marketing Academy (EMAC). https://proceedings.emac-online.org/pdfs/A2023-113999.pdf
Palavras-chave
Artificial Intelligence Autonomy Decision-Making SDG 8 - Decent Work and Economic Growth
Contexto Educativo
Citação
Editora
European Marketing Academy (EMAC)