Research On The Influence Of Different Types Of AI Services On Consumer Attitudes

Artificial Intelligence(AI)industry is the core driving force of a new round of industrial transformation,but also a strategic technology leading future development,so the country attaches great importance to the development of the industry.5G communication and big data technology have promoted the development and landing of AI technology.At present,AI has been widely applied to marketing practices,such as AI robots for hotel food delivery,AI virtual assistants for itinerary planning,personalized recommendations,etc.The application of AI in the field of marketing also creates more possibilities for academic research in this field.At present,the research on AI in the field of marketing basically stays exploring consumers’ reactions to AI services with a low degree of intelligence,and few scholars explore the influence of AI services with a higher degree of intelligence on consumers.From the perspective of AI classification,this research empirically explores the influence and mechanism of different types of AI services(mechanical,thinking and affective AI services)on consumer attitudes from the perspective of AI classification.In this research,identity threat and perceptual control are introduced as mediating variables and ethical judgment is used as moderating variables,a theoretical model of the influence of different types of AI services on consumer attitudes is established,and the moderating role of service scenarios(restaurants vs.hotels)are explored.In this research,the following results were obtained by experimental method and statistical analysis method:(1)Different types of AI services will have an impact on consumer attitudes,among which mechanical AI services will have a negative impact on consumers’ cognition and emotional attitudes while thinking and affective AI services will have a positive impact on consumers’ cognition and emotional attitudes.(2)Identity threat plays a mediating role in the impact of mechanical AI services on consumer attitudes.(3)Ethical judgments play a moderating role.Among them,utilitarian judgment negatively moderates the influence of mechanical AI services and affective AI services on consumer attitudes.Deontology judgment positively moderates the influence of affective AI service on consumer attitudes.(4)The service scenario plays a moderating role.Among them,the restaurant service scene plays a positive moderating role in the impact path of identity threat on consumers’ emotional attitude,while the hotel service scene does not have a significant moderating role in this path.Based on the local situation in China,this research explores the influence and mechanism of different types of AI services on consumer attitudes,deepens the level of AI research,and enriches and expands the application of anthropomorphic theory and social cognitive theory.Secondly,this research focuses on the ethical issues arising from the development of AI and expands the research on AI ethics by introducing ethics-related variables and conducting ethical analysis from the perspective of empirical research.Thirdly,this research reveals the regulation mechanism of service scenarios based on service scenario theory and expands the research on service scenario theory.In practice,the conclusions of this study will provide feasible suggestions for introducing different types of AI services in the service industry,improving consumers’ attitudes toward AI services,and consumers’correct perception of AI services.