2024
DOI: 10.1108/mip-04-2023-0187
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Complement or substitute? A study of the impact of artificial intelligence on consumers’ resistance

Yupeng Mou,
Yixuan Gong,
Zhihua Ding

Abstract: PurposeArtificial intelligence (AI) is experiencing growth and prosperity worldwide because of its convenience and other benefits. However, AI faces challenges related to consumer resistance. Thus, drawing on the user resistance theory, this study explores factors that influence consumers’ resistance to AI and suggests ways to mitigate this negative influence.Design/methodology/approachThis study tested four hypotheses across four studies by conducting lab experiments. Study 1 used a questionnaire to verify th… Show more

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