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- W4200150561 endingPage "102878" @default.
- W4200150561 startingPage "102878" @default.
- W4200150561 abstract "This study develops a comprehensive research model to explain user willingness to accept AI assistants, and the acceptance path pertaining to this process. User data was used to test how the advantages of AI assistant (accuracy, responsiveness, compatibility, anthropomorphism, & affinity) influence consumer utilitarian and hedonic value, and explore how their willingness to accept AI assistants is affected by their value perceptions. This research also examines whether social anxiety moderates the relationship between AI assistant advantages and utilitarian/hedonic value. The study reveals that AI assistant advantages are important factors affecting the utilitarian/hedonic value perceived by users, which further influence user willingness to accept AI assistants. The relationships between AI assistant advantages and utilitarian and hedonic value are affected differently by social anxiety. Marketers and managers in the AI context can refer to the study methods to help improve AI assistants and develop more effective marketing strategies for product promotion." @default.
- W4200150561 created "2021-12-31" @default.
- W4200150561 creator A5029366957 @default.
- W4200150561 creator A5060000343 @default.
- W4200150561 creator A5071503874 @default.
- W4200150561 date "2022-03-01" @default.
- W4200150561 modified "2023-10-17" @default.
- W4200150561 title "Social anxiety as a moderator in consumer willingness to accept AI assistants based on utilitarian and hedonic values" @default.
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- W4200150561 doi "https://doi.org/10.1016/j.jretconser.2021.102878" @default.
- W4200150561 hasPublicationYear "2022" @default.
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