When do consumers trust artificial intelligence (AI)? With the rapid adoption of AI technology in the field of marketing, it is crucial to understand how consumer adoption of the information generated by AI can be improved. This study explores a novel relationship between number presentation details associated with AI and consumers' behavioral and evaluative responses toward AI. We theorized that consumer trust would mediate the preciseness effect on consumer judgment and evaluation of the information provided by AI. The results of five studies demonstrated that the use of a precise (vs. imprecise) information format leads to higher evaluations and behavioral intentions. We also show mediational evidence indicating that the effect of number preciseness is mediated by consumer trust (Studies 2, 4, and 5). We further show that the preciseness effect is moderated by the accuracy of AI-generated information (Study 3) and the objective product quality of the recommended products (Study 4). This study provides theoretical implications to the AI acceptance literature, the information processing literature, the consumer trust literature, and the decision-making literature. Moreover, this study makes practical implications for marketers of AI businesses including those who strategically use AI-generated information.

中文翻译：

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你什么时候相信人工智能？数字呈现细节对消费者信任度和人工智能推荐接受度的影响

消费者何时信任人工智能 (AI)？随着人工智能技术在营销领域的迅速采用，了解如何提高消费者对人工智能生成信息的采用至关重要。本研究探讨了与 AI 相关的数字显示细节与消费者对 AI 的行为和评价反应之间的新关系。我们的理论是，消费者信任会调节消费者对 AI 提供的信息的判断和评价的精确性影响。五项研究的结果表明，使用精确（与不精确）的信息格式会导致更高的评估和行为意图。我们还展示了中介证据，表明数字精确性的影响是由消费者信任调节的（研究 2、4 和 5）。我们进一步表明，人工智能生成信息的准确性（研究 3）和推荐产品的客观产品质量（研究 4）调节了精确度的影响。本研究为人工智能接受文献、信息处理文献、消费者信任文献和决策文献提供了理论启示。此外，这项研究对人工智能企业的营销人员，包括那些战略性地使用人工智能生成的信息的营销人员，具有实际意义。