Donghee Shin, Saifeddin Al-Imamy and Yujong Hwang
How does algorithmic information processing affect the thoughts and behavior of artificial intelligence (AI) users? In this study, the authors address this question by focusing on…
Abstract
Purpose
How does algorithmic information processing affect the thoughts and behavior of artificial intelligence (AI) users? In this study, the authors address this question by focusing on algorithm-based chatbots and examine the influence of culture on algorithms as a form of digital intermediation.
Design/methodology/approach
The authors conducted a study comparing the United States (US) and Japan to examine how users in the two countries perceive the features of chatbot services and how the perceived features affect user trust and emotion.
Findings
Clear differences emerged after comparing algorithmic information processes involved in using and interacting with chatbots. Major attitudes toward chatbots are similar between the two cultures, although the weights placed on qualities differ. Japanese users put more weight on the functional qualities of chatbots, and US users place greater emphasis on non-functional qualities of algorithms in chatbots. US users appear more likely to anthropomorphize and accept explanations of algorithmic features than Japanese users.
Research limitations/implications
Different patterns of chatbot news adoption reveal that the acceptance of chatbots involves a cultural dimension as the algorithms reflect the values and interests of their constituencies. How users perceive chatbots and how they consume and interact with the chatbots depends on the cultural context in which the experience is situated.
Originality/value
A comparative juxtaposition of cultural-algorithmic interactions offers a useful way to examine how cultural values influence user behaviors and identify factors that influence attitude and user acceptance. Results imply that chatbots can be a cultural artifact, and chatbot journalism (CJ) can be a socially contextualized practice that is driven by the user's input and behavior, which are reflections of cultural values and practices.
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Waqar Nadeem, Saifeddin Alimamy and Abdul R. Ashraf
Augmented reality (AR) technology presents novel opportunities for marketers to captivate consumers, enhancing their experiences with brands. Although recent research underscores…
Abstract
Purpose
Augmented reality (AR) technology presents novel opportunities for marketers to captivate consumers, enhancing their experiences with brands. Although recent research underscores consumers' favorable responses to AR within retail contexts, there remains a paucity of studies examining the specific factors motivating these responses, i.e. reasons for, such as the appeal of entertainment, trendiness, customization, interaction and augmentation quality. Conversely, reasons against AR acceptance, such as perceived lack of realism, skepticism or perceived deception, are also underexplored.
Design/methodology/approach
Guided by the behavioral reasoning theory, the current study delves into consumers' personal values and beliefs, their reasons for and reasons against using AR apps and how these factors influence their engagement and relationship performance with AR apps. The data were collected from 343 AR app users to test the developed theoretical framework.
Findings
Results reveal that while perceived value compatibility does not influence reasons for using AR apps, it negatively influences reasons against using AR apps and positively influences connectedness to AR apps. Interestingly, openness to change does not significantly influence users’ connection to AR apps, and no association was found between reasons-against and connectedness to AR apps and relationship performance. However, a positive relationship was observed between users’ connectedness to AR apps and their relationship performance.
Originality/value
By offering these insights, this study contributes to a foundational understanding of the behavioral intricacies and dynamic interaction patterns within the rapidly emerging AR user base.
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Saifeddin Alimamy and Waqar Nadeem
Rapid advancements in augmented reality (AR) technology have created new opportunities for service providers and customers to cocreate value. Using AR as a platform for generating…
Abstract
Purpose
Rapid advancements in augmented reality (AR) technology have created new opportunities for service providers and customers to cocreate value. Using AR as a platform for generating authentic experiences, the purpose of this study is to explore the impact of authentic experiences on customers' intention to cocreate value while considering the mediating influence of perceived ethics and customer engagement on this relationship.
Design/methodology/approach
An online survey was used to collect data. Participants were asked to download and try the “IKEA PLACE” AR application. The responses were used as inputs into a structural equation model.
Findings
The findings reveal that AR generates perceptions of authentic experiences but no direct relationship between authentic experiences and intention to cocreate value was found. On the other hand, the authentic experiences generated through AR increases customer perceptions of ethics and customer engagement, both of which lead to an increased intention to cocreate value.
Originality/value
The findings from this study highlight the importance of authentic experiences within the cocreation process. The results provide a unique understanding of the relationship between authentic experiences generated through AR technology on the intention to cocreate with the service provider, which is fully mediated by perceived ethics and customer engagement. The findings of this study extend the understanding of the cocreation process and the role of technology within this process.
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Waqar Nadeem, Saifeddin Alimamy, Abdul Rehman Ashraf and Kai-Yu Wang
Although businesses increasingly use augmented reality (AR) to enhance service experiences, the way AR service marketing inspires consumers remains underexplored. Drawing on the…
Abstract
Purpose
Although businesses increasingly use augmented reality (AR) to enhance service experiences, the way AR service marketing inspires consumers remains underexplored. Drawing on the consumer inspiration literature, the authors examine how AR service marketing activities such as entertainment, interaction, trendiness and customization enhance consumer inspiration. In addition, the authors explore the role of consumer empowerment and skepticism as key underlying mechanisms between consumer inspiration and value co-creation (VCC) or co-destruction (VCD) intentions.
Design/methodology/approach
The study used a mixed method, explanatory sequential design to gain a more comprehensive understanding of their proposed theoretical framework. The quantitative survey study involved 344 AR app users, followed by a qualitative open-ended essay study with 34 AR app users.
Findings
Results suggest that AR service marketing activities positively influence consumer inspiration, which in turn increases consumer empowerment and reduces skepticism. The authors also found that consumer empowerment leads to VCC, while skepticism leads to VCD. These findings provide valuable insights for practitioners seeking to implement AR service marketing activities effectively to inspire consumers, foster value creation and manage value destruction.
Practical implications
The study highlights inspiration as a key factor in motivating consumers to co-create value, transcending typical service experiences and limitations. Empowered consumers, feeling inspired, are more inclined to contribute effectively to VCC, also fostering trust in the service provider. AR serves not just as a sales channel, but also as a tool for relationship-building and brand retention. Managers should leverage AR to elicit feelings of trendiness, customization and interaction, fostering empowerment and inspiring consumers to co-create value.
Originality/value
This study significantly contributes to the growing body of literature on consumer inspiration and AR service marketing. It emphasizes the need to consider external (i.e. marketing-induced) stimuli in understanding the sources and consequences of consumer inspiration through AR.