[论文解读] Consumer acceptance of the use of artificial intelligence in online shopping: evidence from Hungary

Szabolcs Nagy, Noémi Hajdú|arXiv (Cornell University)|Dec 26, 2022

Technology Adoption and User Behaviour被引用 13

一句话总结

本研究以匈牙利为案例，采用结构方程模型（SEM）对439名受访者的样本数据，基于技术接受模型（TAM）探讨了消费者对在线购物中人工智能（AI）的接受度。主要发现表明，感知有用性和信任是影响消费者对AI驱动网络商店态度及行为意图的主要驱动因素，其中感知有用性的影响超过感知易用性。

ABSTRACT

The rapid development of technology has drastically changed the way consumers do their shopping. The volume of global online commerce has significantly been increasing partly due to the recent COVID-19 crisis that has accelerated the expansion of e-commerce. A growing number of webshops integrate Artificial Intelligence (AI), state-of-the-art technology into their stores to improve customer experience, satisfaction and loyalty. However, little research has been done to verify the process of how consumers adopt and use AI-powered webshops. Using the technology acceptance model (TAM) as a theoretical background, this study addresses the question of trust and consumer acceptance of Artificial Intelligence in online retail. An online survey in Hungary was conducted to build a database of 439 respondents for this study. To analyse data, structural equation modelling (SEM) was used. After the respecification of the initial theoretical model, a nested model, which was also based on TAM, was developed and tested. The widely used TAM was found to be a suitable theoretical model for investigating consumer acceptance of the use of Artificial Intelligence in online shopping. Trust was found to be one of the key factors influencing consumer attitudes towards Artificial Intelligence. Perceived usefulness as the other key factor in attitudes and behavioural intention was found to be more important than the perceived ease of use. These findings offer valuable implications for webshop owners to increase customer acceptance

研究动机与目标

• 探讨匈牙利语境下消费者对在线购物中人工智能（AI）接受度的现状。
• 评估技术接受模型（TAM）在解释电商中AI采纳行为时的适用性。
• 识别影响消费者对AI驱动网络商店态度及行为意图的关键因素。
• 为网络商店经营者提供可操作的见解，以提升消费者对AI技术的接受度。

提出的方法

• 通过在线调查收集了439名匈牙利消费者的样本数据。
• 本研究采用技术接受模型（TAM）作为理论框架。
• 运用结构方程模型（SEM）分析感知有用性、感知易用性、信任、态度及行为意图等构念之间的关系。
• 初始理论模型被重新指定为嵌套模型，以提升拟合度与有效性。
• 数据分析聚焦于测量模型与结构模型的检验，以验证假设关系的合理性。
• 研究使用AMOS软件进行模型估计与拟合评估，采用CFI、TLI和RMSEA等拟合指数评估模型的适配性。

实验结果

研究问题

• RQ1 感知有用性在多大程度上影响匈牙利消费者对在线购物中人工智能（AI）的态度？
• RQ2 信任在多大程度上影响消费者对AI驱动网络商店的行为意图？
• RQ3 感知易用性是否是消费者对电商中AI接受度的显著预测因子？
• RQ4 技术接受模型（TAM）是否能充分解释消费者对在线零售中AI的接受度？
• RQ5 在感知有用性、信任与感知易用性中，哪一因素对消费者在线购物中AI的行为意图具有最强的预测力？

主要发现

• 感知有用性被发现是影响消费者对在线购物中人工智能（AI）态度的最重要因素。
• 信任成为影响消费者对AI驱动网络商店态度及行为意图的关键决定因素。
• 感知有用性对行为意图的影响强于感知易用性。
• 基于TAM重新指定的嵌套模型与数据具有良好的拟合度，证实其适用于研究电商中AI接受度。
• 本研究证实TAM依然是理解在线零售情境中AI采纳行为的有效理论框架。
• 研究结果表明，网络商店经营者应优先提升感知有用性并增强消费者信任，以促进AI技术的采纳。