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The consequences of artificial intelligence on consumer well-being: Exploring consumer experience and mental health implications of generative AI’s daily interactions
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| 1.48 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Artificial intelligence has reshaped the consumer experiences across the world. People have
encountered in these systems the knowledge to transform and enhance their lives or even fight their
loneliness with the companionship of these machines (e.g., chatbots, virtual assistants, and ChatGPT).
However, the integration into our daily lives is increasing and raising critical questions about its
psychological and social consequences. This study explores how the frequent exposure to GAI
technologies impacts the consumer well-being, particularly emotional attachment, anxiety, and user
experience. By using a quantitative approach, the research collected data through an experimental
study, which targeted active users and non-frequent users, to test the mediating role of digital literacy
and the moderating role of gender. Results presented lower anxiety levels and higher emotional
attachment in frequent users, especially when digital literacy is high among the users. Furthermore,
women with lower digital literacy reveal stronger emotional effects, presenting gender discrepancies
in GAI interactions. These findings clarify the usage of GAI and the active role of digital literacy and
shape the consumers’ well-being, while revealing gender-specific patterns regarding emotional
responses to GAI, to contribute to the development of ethical frameworks and guidelines sustained by
policymakers that prioritize human-centric approaches and tailored education.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Generative artificial intelligence Consumer well-being Digital literacy Consumer experience Psychological impacts