The Impact Of AI Autonomy On Consumer Attitudes:The Moderating Effect Of Structural Pursuit

With the rapid development of the Internet,artificial intelligence has increasingly become a hot topic.Artificial intelligence has integrated into all aspects of society,invisibly affecting individuals and businesses.Artificial intelligence has brought us various conveniences in life and also improved our quality of life.At the same time,more and more enterprises are starting to use artificial intelligence to provide products or services to consumers.This application of artificial intelligence can improve the efficiency and save costs of enterprises to a certain extent,but it also brings about consumer resistance,reduces purchasing intentions,and even resists the phenomenon of artificial intelligence.Therefore,it is very necessary to explore the means to reduce its negative impact,which has strong practical significance for enterprises.Many scholars have conducted detailed discussions on consumer trust,identity,uniqueness,and perceptual control,but few have studied the boundary conditions that affect the impact of different AI autonomy on consumer perceptual control.Therefore,this thesis proposes corresponding research hypotheses based on compensation control theory,and uses experimental methods to collect data in four different experimental scenarios(music software download,artificial intelligence blood drawing machine,autonomous vehicle hypothesis,and intelligent air conditioning purchase).SPSS software is used for analysis to test the tangible boundaries of brand identification The intangible boundary of brand name metaphor and the moderating variable role of servant type intangible boundary in social hierarchy.The research results indicate that when faced with artificial intelligence products or services with different levels of autonomy,whether they are within tangible or intangible boundaries,consumers can enhance their pursuit of structure,achieve the restoration of perceptual control,and enhance their perceptual control.This study verifies the boundary conditions affecting consumer perception control,theoretically speaking,it can help people better understand consumers’ psychological cognition and behavioral responses to artificial intelligence with different autonomy.At the same time,it also expands the existing research on perceptual control,introduces the concept of structural pursuit,and is also a further extension and application of compensatory control theory in the field of marketing.In terms of time,it can provide strategic support and reference for the marketing time of enterprises,and provide reference and suggestions for enterprises applying artificial intelligence.