When Do Customers Perceive Artificial Intelligence as Fair? An Assessment of AI-based B2C E-Commerce
When Do Customers Perceive Artificial Intelligence as Fair? An Assessment of AI-based B2C E-Commerce
dc.contributor.author | Weith, Helena | |
dc.contributor.author | Matt, Christian | |
dc.date.accessioned | 2021-12-24T17:58:16Z | |
dc.date.available | 2021-12-24T17:58:16Z | |
dc.date.issued | 2022-01-04 | |
dc.description.abstract | Artificial intelligence (AI) enables new opportunities for business-to-consumer (B2C) e-commerce services, but it can also lead to customer dissatisfaction if customers perceive the implemented service not to be fair. While we have a broad understanding of the concept of fair AI, a concrete assessment of fair AI from a customer-centric perspective is lacking. Based on systemic service fairness, we conducted 20 in-depth semi-structured customer interviews in the context of B2C e-commerce services. We identified 19 AI fairness rules along four interrelated fairness dimensions: procedural, distributive, interpersonal, and informational. By providing a comprehensive set of AI fairness rules, our research contributes to the information systems (IS) literature on fair AI, service design, and human-computer interaction. Practitioners can leverage these rules for the development and configuration of AI-based B2C e-commerce services. | |
dc.format.extent | 10 pages | |
dc.identifier.doi | 10.24251/HICSS.2022.529 | |
dc.identifier.isbn | 978-0-9981331-5-7 | |
dc.identifier.uri | http://hdl.handle.net/10125/79866 | |
dc.language.iso | eng | |
dc.relation.ispartof | Proceedings of the 55th Hawaii International Conference on System Sciences | |
dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 International | |
dc.rights.uri | https://creativecommons.org/licenses/by-nc-nd/4.0/ | |
dc.subject | Artificial Intelligence-based Assistants | |
dc.subject | ai-based services | |
dc.subject | ai fairness rules | |
dc.subject | customer fairness perceptions | |
dc.subject | fair artificial intelligence | |
dc.title | When Do Customers Perceive Artificial Intelligence as Fair? An Assessment of AI-based B2C E-Commerce | |
dc.type.dcmi | Text |
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