From “Human-to-Human” to “Human-to-Non-human” – Influence Factors of Artificial Intelligence-Enabled Consumer Value Co-creation Behavior

Abstract

The emergence of artificial intelligence (AI) has changed traditional methods of value co-creation. Diverging from traditional methods, this study discusses the influencing factors of AI-supported consumer value co-creation from the perspective of human-to-non-human interactions. This study adopts the stimulus–organism–response framework with consumer engagement (CE) as the intermediary to explore the impact of consumers’ personal subjective factors, community factors, and perceptions of AI technology on their value co-creating behaviors. Data were collected from 528 respondents from the Huawei Huafen Club, Xiaomi BBS, Apple China Virtual Brand, Micromobile Phone, and Lenovo communities. SPSS Amos software was used for statistical analysis, revealing that perceived personalization, autonomy, community identity, trust in AI, and self-efficacy are motivational factors that have significant effects on consumer value co-creation behaviors, in which CE plays a significant intermediary role. Our study contributes to the literature on consumer value co-creation supported by AI technology. We also offer important insights for developers of AI-enabled products and service managers.

Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research

“…Situational factors are transient contextual (e.g., time/locationspecific) variables that may impact AI-based CE (Hand et al, 2009). Our analysis reveals the particular role of situational variables in driving consumers' AI-based page visits or views, and that of discovery, surprise, and perceived relevance in shaping AI-based CE (Wen et al, 2022;Xiao & Kumar, 2021). For example, Maslowska et al (2022) identify the effect of consumers' webpage visits on their engagement with AI-based recommendation agents.…”

“…given its focus on the interface of consumer-perceived value, past experience, and behavioral intention (vs. AI-based CE). Of the 61 remaining articles, a further 30 were removed (e.g., Lee et al, 2019), as they, upon closer inspection, did not address AI-based CE or were published in journals with an impact factor of <3, yielding 28 additional articles for further analysis (e.g., Jiang et al, 2022;Wen et al, 2022).…”

The Role of Independent Value Creation, Value, and Trust on Banking Marketing Performance: Moderating Role of Gender

“…However, IVC is value creation carried out by not dealing with providers but with transaction media. It is similar to engaging as an active participant in Learning Health Systems (Gremyr et al, 2021), consumer engagement in AI technology (Wen et al, 2022), and co-creation in banking self-service technology (Galdolage & Rasanjalee, 2022). In banking, this activity is conducted by customers through self-service technology, namely ATM, mobile banking, and internet banking.…”

In companies we trust: consumer adoption of artificial intelligence services and the role of trust in companies and AI autonomy

“…This capability allows AI to adapt to its environment, enabling AI services to become proactive based on what has been learned from past interactions with customers as well as from observations of the surrounding environment (Beer et al. , 2014; Wen et al. , 2022).…”

“…AI autonomy is defined as "the ability of the AI technology to perform tasks derived from humans without specific human interventions" (Hu et al, 2021, p. 2). This capability allows AI to adapt to its environment, enabling AI services to become proactive based on what has been learned from past interactions with customers as well as from observations of the surrounding environment (Beer et al, 2014;Wen et al, 2022). To illustrate the difference AI autonomy plays, AI services low in autonomy are capable of aiding consumer decisions through personalized recommendations (e.g.…”