Examining The Impact Of Ai Recommender Anthropomorphism On Consumer Response With Cultural Difference As Moderating Factor

AI(Artificial Intelligence)has been pervasively used in e-commerce and online shopping platforms for providing a more accurately personalized recommendation to influence consumers’ purchase behaviors as the technology matures.Through AI marketing technology(especially but not limited to AI chatbots),consumers have adapted to its existence as most mainstream online shopping platforms have implemented such feature.While there are multiple studies conducted on AI anthropomorphism and consumer responses,few has been done regarding consumer’s cultural difference as a moderating factor.This paper aims at filling the gap by analyzing the effects of the anthropomorphism of AI recommender have on consumer’s purchase intention,attitude towards AI recommender,and perceived usefulness towards AI recommender,while taking consumer ’ s cultural differences into consideration.It is important because the responses,such as purchase intention,varies based on consumer’s cultural orientation and thus affect the actual decision.This study enhances the literature on online AI recommender and provides a theoretical guidance for enterprises in adapting their AI recommendation module to better fulfill the need of consumers from different cultural backgrounds.My research extends prior studies by Kirmani et al.(2017)and Wang et al.(2017)on AI anthropomorphism and makes salient theoretical contributions.First,my research adds understanding to AI recommender anthropomorphism ’ s effect to consumer ’ s purchase intention and attitude towards AI recommender;secondly,I add on to the understanding of AI recommender anthropomorphism ’ s effect on consumer ’ s perceived usefulness;lastly,my research enhances comprehension of how cultural orientation moderates the impact of anthropomorphized AI recommenders on consumer response.These findings have significant implications for e-commerce businesses that seek to implement AI technology into their platforms.First,AI recommender anthropomorphism plays a critical role in increasing consumer’s purchase intention and attitude towards AI recommender.Therefore,e-commerce businesses should prioritize improving AI recommender anthropomorphism through proper implementation,design,and communication strategies.Second,cultural orientation moderates the effect of AI recommender anthropomorphism on consumer’s purchase intention and towards AI recommender.Thus,e-commerce businesses should be aware of the diverse cultural backgrounds of their consumers and customize their AI technology accordingly.