Research On The Formation Mechanism Of Artificial Intelligence Products Consumer Experience

As the core driving force of the new round of industrial reform and the strategic technology leading the future development,China pay high attention to the development of Artificial Intelligence(AI)industry.Under China's support for development,the artificial intelligence industry is developing rapidly,and artificial intelligence is being commercialized in all aspects,and is causing profound changes in all industries.Although artificial intelligence products are more and more abundant,and their functions are becoming more and more powerful,consumers have a mixed evaluation on such products.On the one hand,whether the product is intelligent is an important consideration of consumer purchase decisions.Intelligent products will always gain popularity,and "intelligence" becomes a higher level of definition and pursuit of life.However,on the other hand,consumers always have a low evaluation on the intelligent functions of products,and sometimes ridicule such products with "artificial intellectual disabilities".Intelligent functions of products are used less frequently,and some consumers even choose to directly turn off intelligent functions.Overall,consumers still appreciate the "intelligence" of AI products,but are deterred by the negative experiences they bring.The seemingly contradictory performance of consumers actually reflects the broad development prospect of artificial intelligence products and the deficiencies in consumer experience at the present stage.Although AI products have only entered the market for a few years,scholars have found that AI products are significantly different from non-intelligent products,thus they can bring new experience to consumers.With the development of information technology,many behaviors that could not be realized by human beings have become the universal abilities of consumers due to the powerful functions of products.Such as the vast amounts information storage,instant communication between people,and technologies like fingerprint recognition and facial recognition.These technologies can enable consumers to open their doors without keys.In fact,human beings cannot store massive information or communicate with others in real time.Realization of these functions depends on some specific products,which makes consumers increasingly rely on artificial intelligence products in daily life.In addition,these artificial intelligence products that empower human beings beyond their individual capabilities are no longer independent products.they have become part of consumers themselves,like an extension of consumers in the digital world,and can even be called consumers' "digital prostheses".Therefore,in the era of AI,some scholars have proposed that an assemblage is formed between people and products and other intelligent devices to form a new kind of experience as a whole.The forming scene of experience has changed from the original intersection of people and products to the assemblage formed by people and products.Therefore,it is no longer suitable to continue to use the original definition of experience.Researches on the definition,type and formation mechanism of consumer experience of AI products has important theoretical and practical significance.Based on the assemblage theory,this thesis uses the method of depth interview and grounded theory as preliminary exploratory research tools and find out the dimensions of AI products' intelligence and their impact on AI product consumer experience.Then the forming mechanism model of artificial intelligence product consumer experience is constructed,and put forward a series of research hypothesis related to variables such as AI products' intelligence,personal innovativeness,autonomy conflict,limited perception experience and extended perception experience.In the period of empirical research,a small-scale(n = 176)questionnaire survey is conducted,and the result is used to optimize the questionnaire.Then a large-scale questionnaire survey is conducted.Taking mainstream AI product consumers as target participants,988 questionnaires are distributed and finally 701 effective questionnaires are reserved after a preliminary screening.Questionnaire effectiveness rate is 70.95%.In the period of data processing,the effective sample data is randomly divided into two groups,named as sample 1(n=350)and sample 2(n=351),and then cross-validation is used to conduct exploratory factor analysis with sample 1 and confirmatory factor analysis with sample 2.Finally,through correlation analysis,structural equation model analysis and bootstrap method,701 pieces of data from the total sample are used to verify the model and research hypotheses.Through theoretical discussion and empirical analysis,this thesis mainly comes to following conclusions:(1)Through the review of AI,AI products and consumer experience of related research theory,and based on the conclusion of AI products' intelligence and AI product consumer experience,combined with the third chapter grounded theory probing results,AI products' intelligence are constituted by four dimensions: autonomy,learning ability,connection and context awareness.And AI product consumer experience can be divided into two types:limited perception experience and extended perception experience.Taking Predecessors' scales of limited perception and extended perception,this thesis conducts an empirical study to testify the dimensions of AI products' intelligence and types of AI product consumer experience.Result shows that AI products' intelligence are constituted by four dimensions:autonomy,learning ability,connection and context awareness.And AI product consumer experience can be divided into two types: limited perception experience and extended perception experience.(2)There is a significant positive influence between AI products' intelligence and the AI products consumer experience.First of all,There is a significant positive influence between AI products' intelligence and extended perception experience.At the same time,learning ability,connection and context awareness of AI products have significant positive impacts on extended perception experience.This indicates that when learning ability,connection and context awareness of AI products behave more obvious,consumers will get more extended perception experience.Although there is a positive correlation between AI product autonomy and extended perception experience,it's not significant.There is also a significant positive influence between the intelligence of AI products' intelligence and limited perception experience.Autonomy and learning ability of AI products have significant positive impacts on limited perception experience.This indicates that when autonomy and learning ability of AI products behave more obvious,consumers will get more limited perception experience.But connection and limited perception experience are significantly negatively correlated.(3)Autonomy conflict plays a mediating role between the AI products' intelligence and limited perception experience.Through empirical study,this thesis finds that autonomy conflict's mediating effect is all significant between autonomy,learning ability,context awareness and limited perception experience.Among them,autonomy conflict's proportion of mediating effect is 66.19% between AI products' intelligence and limited perception experience,60.43% between autonomy and limited perception experience,70.49% between learning ability and limited perception experience,and 67.77% between context awareness and limited perception experience.However,the mediating effect of autonomy conflict between connection and limited perception experience has not been verified.(4)Personal innovativeness plays a moderating role between the AI products' intelligence and limited perception experience and autonomy conflict.As for the autonomy conflict,the moderating effects of personal innovativeness between the autonomy,learning ability,context awareness and autonomy conflict are not significant.It's only significant between connection and autonomy conflict.And for limited perception experience,the moderating effects of personal innovativeness between the autonomy,learning ability,connection,context awareness and autonomy conflict are all significant.It is worth noting that when personal innovativeness is added to the model,the mediating effect of autonomy conflict between connection and limited perception experience gets significant.This thesis has two important innovation points:(1)A new definition of AI products consumer experience from the perspective of assemblage theory,and bring limited perception and extended perception from Psychology to consumer experience research.There is a significant difference between AI products and nonintelligence products,which brings brand new experience to consumers.With the development of information technology,many behaviors that could not be realized by human beings have become the universal abilities of consumers due to the powerful functions of products.This realization depends on some specific products,which makes consumers increasingly rely on AI products in daily life.At the same time,it can also be seen that these AI products that empower human beings beyond their individual capabilities are no longer an independent product,but have become a part of consumers themselves,an extension of consumers in the digital world,and can even be called as consumers' "digital prostheses".Therefore,it is no longer appropriate to continue to use the original definition of experience.Using qualitative and quantitative research methods,this thesis provides a definition of AI product consumer experience from the perspective of assemblage theory,and divides AI product consumer experience into two categories: limited perception experience and extended perception experience.(2)Discussion and definition of AI product's intelligence.There are a variety of AI product and are widely used,and occupied a place in the consumer daily necessities,which affect all aspects of the consumers.Consumers are always surprised by AI products' strong function.But exactly what kind of product features make this kind of product so intelligent?This thesis adopts qualitative research methods to explore AI products' intelligence and summarize it as autonomy,learning ability,connection and context awareness.This is a supplement to the research on AI products.(3)Research on the formation mechanism of AI products consumer experience based on the perspective of assemblage theory.For traditional consumer experience research,consumer experience is generally regarded as the response of consumers to a certain stimulus.Therefore,most researches on the formation mechanism of consumer experience separately investigate the influence of one factors on consumer experience.However,AI products consumer experience is significantly different from traditional products products.From the perspective of assemblage theory,AI products consumer experience is formed by product factors,consumer factors and the interaction between products and consumers,which is a new attempt.