Human vs. AI: Investigating Consumers’ Context-Dependent Purchase Intentions for Algorithm-Created Content

Simple item page
dc.contributor.authorRix, Jennifer
dc.contributor.authorRußell, Robert
dc.contributor.authorRühr, Alexander
dc.contributor.authorHess, Thomas
dc.date.accessioned2021-12-24T18:00:23Z
dc.date.available2021-12-24T18:00:23Z
dc.date.issued2022-01-04
dc.description.abstractIncreasingly digitalized media consumption is pressuring profitability in the content industry. Technological advancements in the realm of Artificial Intelligence (AI) render the potential to cut costs by applying algorithms to create content. Yet, before implementing algorithm-created content, content providers should be aware of the impact of algorithmic authorship on consumers’ intention to purchase said content. Accordingly, this study investigates user attitudes toward algorithmic content creation and their dependence on the underlying utilitarian or hedonic consumption context. In our online experiment (N=298), we find evidence for a positive effect of algorithmic authorship on consumers’ purchase intention. Even though the overall purchase intention is context dependent, this algorithm appreciation is independent of the content consumption context. Our study thus suggests that consumers appreciate algorithm-created content. Our results thus provide insights into the benefits of leveraging algorithms in order to maintain content providers’ profitability.
dc.format.extent10 pages
dc.identifier.doi10.24251/HICSS.2022.554
dc.identifier.isbn978-0-9981331-5-7
dc.identifier.urihttp://hdl.handle.net/10125/79891
dc.language.isoeng
dc.relation.ispartofProceedings of the 55th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectElectronic Marketing
dc.subjectalgorithm aversion
dc.subjectalgorithm-created content
dc.subjectartificial intelligence
dc.subjectconsumption context
dc.subjectdual-purpose system
dc.titleHuman vs. AI: Investigating Consumers’ Context-Dependent Purchase Intentions for Algorithm-Created Content
dc.type.dcmitext

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
0447.pdf
Size:
588.51 KB
Format:
Adobe Portable Document Format
Download

Collections

Electronic Marketing