ABSTRACT

AI applications are radically transforming the manner in which service providers and consumers interact. We explore how the humanness of AI applications affects consumers’ trust in these applications. Qualitative evidence collected with focus groups provides fresh insights into the roles of anthropomorphism and intelligence, as key constructs representing humanness. Our findings reveal the consumers’ perspective on the nuances of these constructs pertaining to services enabled by AI applications. It also extends current understanding of the phenomenon of the “uncanny valley,” by identifying conditions under which consumers experience discomfort and uneasiness as AI humanness increases in service environments.

摘要

AI 应用程序正在从根本上改变服务提供商和消费者的交互方式。我们探索人工智能应用程序的人性化如何影响消费者对这些应用程序的信任。焦点小组收集的定性证据提供了对拟人化和智力作为代表人性的关键结构的作用的新见解。我们的研究结果揭示了消费者对与 AI 应用程序支持的服务相关的这些结构的细微差别的看法。它还通过识别消费者在服务环境中人工智能人性增加时感到不适和不安的条件，扩展了目前对“恐怖谷”现象的理解。