This study investigates whether consumers' self-interests and social interactions predict their willingness to share their personal information with a fashion sales robot. The study develops hypotheses based upon the information sharing theory and tests them by building a decision tree predictive model. Using a video stimulus of a fashion sales robot, we conduct interviews, pretests, and main data collection (n = 464) in the United States. The results indicate that service quality, enjoyment, and usefulness, which reflect self-interest, and trust, which reflects social interaction, predict consumers’ willingness to share personal information with the robots. These results suggest that fashion marketers should focus strategically on service quality and enjoyment when they adopt AI sales robots and use them as a medium to share information in customer service.

本研究调查了消费者的自身利益和社交互动是否能预测他们与时尚销售机器人分享个人信息的意愿。该研究基于信息共享理论提出假设，并通过构建决策树预测模型对其进行测试。使用时尚销售机器人的视频刺激，我们在美国进行了采访、预测试和主要数据收集（n = 464）。结果表明，反映个人利益的服务质量、享受和有用性，以及反映社会互动的信任，可以预测消费者与机器人分享个人信息的意愿。