A influência de informação sobre o desenvolvimento do produto na intenção de compra: fatores moderadores e mediadores na avaliação de produtos criados por IA vs Humanos

Abstract

The advancement of Artificial Intelligence (AIs) has generated a significant impact in various areas, especially in Consumer Behavior. With the ability of AIs to create innovative products, the question arises: how do consumers react to hedonic products created by Artificial Intelligence? Thus, the objective of this investigation is to explain consumer responses to products developed by Artificial Intelligence and Humans, testing the mediation of Narrative Transportation and Attitude towards the product, and the moderation by Algorithm Trust, Need for Cognition, and Technological Readiness. For this study, the experimental method among subjects was employed, where the final study involved 177 participants (n=177), divided into control and experimental groups. They were exposed to two identical products, with one having the information that it was created by an AI and the other by a human. The focus was on the relationship between the creation of products by AI (Independent Variable) and the Purchase Intention (Dependent Variable). Theories such as Automation Bias and Speciesism provided the conceptual basis for the study. The results revealed that the Purchase Intention for a product created by AI is higher when this relationship is mediated by Attitude and moderated by Algorithm Trust. However, when Algorithm Trust is lower, there is lower Attitude and Purchase Intention. The mediation by Narrative Transportation and moderation by the Need for Cognition and Technological Readiness were not confirmed. The results find support in the Theories of Automation Bias and Speciesism. With this, it is possible to conclude that the consumer who trusts the AI algorithm tends to believe that the product created by it is more reliable than the product created by a Human (Automation Bias). However, when the trust in the algorithm is lower, the consumer tends to reject the product created by the AI, trusting more in the product created by a Human (Speciesism). This work contributes to the academic and business understanding of the acceptance of AI products. However, the research was limited to a specific product (short film) and a diverse audience, suggesting the need for future investigations into other types of products created by AI and audiences. This research highlights the importance of consumer trust in AI algorithms, paving the way for future studies that can expand our understanding of the interaction between humans and intelligent technologies