A influência de informação sobre o desenvolvimento do produto na intenção de compra: fatores moderadores e mediadores na avaliação de produtos criados por IA vs Humanos
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Citações na Scopus
Tipo de produção
Dissertação
Data
2024
Autores
Brito, Robson Marinho de
Orientador
Huertas, Melby K. Z.
Periódico
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Título de Volume
Citação
BRITO, Robson Marinho de. A influência de informação sobre o desenvolvimento do produto na intenção de compra: fatores moderadores e mediadores na avaliação de produtos criados por IA vs Humanos. 2024. 105 f. Dissertação (Mestrado em Administração de Empresas) - Centro Universitário FEI, São Paulo, 2024. Disponível em: https://doi.org/10.31414/ADM.2024.D.131746.
Texto completo (DOI)
Palavras-chave
Comportamento do consumidor,Inteligência artificial
Resumo
O avanço das Inteligências Artificiais (IAs) tem gerado um impacto significativo em várias áreas, especialmente no Comportamento do Consumidor. Com a capacidade das IAs de criar produtos inovadores, surge a questão: como os consumidores reagem a produtos hedonicos criados por Inteligência Artificial? Assim, o objetivo desta investigação é explicar
as respostas do consumidor a produtos desenvolvidos por Inteligência Artificial e Humanos, testando a mediação do Transporte Narrativo e da Atitude sobre o produto, e as moderações pela Confiança no Algoritmo, Necessidade de Cognição e Prontidão Tecnológica. Para este estudo, foi empregado o método experimental entre sujeitos, onde o estudo final envolveu 177 participantes (n=177), divididos em grupos de controle e experimental. Eles foram expostos a dois produtos idênticos, sendo que em um havia a informação de que foi criado por uma IA e no outro por um humano. O foco foi na relação entre a criação de produtos por IA (Variável Independente) e a Intenção de Compra (Variável Dependente). Teorias como o Viés de Automação e Especismo forneceram a base conceitual para o estudo. Os resultados revelaram que a Intenção de Compra para um produto criado por IA é maior quando essa relação é mediada pela Atitude e moderada pela Confiança no Algorítmo. Porém, quando a Confiança no Algorímo é menor, há menor Atitude e Intenção de Compra. A mediação pelo Transporte Narrativo e a moderação pela Necessidade de Cognição e Prontidão Tecnológica não foram confirmadas. Os resultados encontram suporte nas Teorias do Viés de Automação e Especismo. Com isso, é possivel concluir que o consumidor que confia no algoritmo da IA tende a acreditar que o produto criado por ela é mais confiável do que o produto criado por um Humano (Viés de Automação). Porém, quando a confiança no algoritmo é menor, o consumidor tende a rejeitar o produto criado pela IA, confiando mais no produto criado por um Humano (Especismo). Este trabalho contribui para o entendimento acadêmico e empresarial sobre a aceitação de produtos de IA. Entretanto, a pesquisa limitou-se a um produto específico (curta-metragem) e um público diversificado, sugerindo a necessidade de investigações futuras em outros tipos de produtos criados por IA e públicos. Esta pesquisa
destaca a importância da confiança dos consumidores nos algoritmos de IA, abrindo caminho para futuros estudos que podem ampliar nosso entendimento sobre a interação entre humanos e tecnologias inteligentes
The advancement of Artificial Intelligence (AIs) has generated a significant impact in various areas, especially in Consumer Behavior. With the ability of AIs to create innovative products, the question arises: how do consumers react to hedonic products created by Artificial Intelligence? Thus, the objective of this investigation is to explain consumer responses to products developed by Artificial Intelligence and Humans, testing the mediation of Narrative Transportation and Attitude towards the product, and the moderation by Algorithm Trust, Need for Cognition, and Technological Readiness. For this study, the experimental method among subjects was employed, where the final study involved 177 participants (n=177), divided into control and experimental groups. They were exposed to two identical products, with one having the information that it was created by an AI and the other by a human. The focus was on the relationship between the creation of products by AI (Independent Variable) and the Purchase Intention (Dependent Variable). Theories such as Automation Bias and Speciesism provided the conceptual basis for the study. The results revealed that the Purchase Intention for a product created by AI is higher when this relationship is mediated by Attitude and moderated by Algorithm Trust. However, when Algorithm Trust is lower, there is lower Attitude and Purchase Intention. The mediation by Narrative Transportation and moderation by the Need for Cognition and Technological Readiness were not confirmed. The results find support in the Theories of Automation Bias and Speciesism. With this, it is possible to conclude that the consumer who trusts the AI algorithm tends to believe that the product created by it is more reliable than the product created by a Human (Automation Bias). However, when the trust in the algorithm is lower, the consumer tends to reject the product created by the AI, trusting more in the product created by a Human (Speciesism). This work contributes to the academic and business understanding of the acceptance of AI products. However, the research was limited to a specific product (short film) and a diverse audience, suggesting the need for future investigations into other types of products created by AI and audiences. This research highlights the importance of consumer trust in AI algorithms, paving the way for future studies that can expand our understanding of the interaction between humans and intelligent technologies
The advancement of Artificial Intelligence (AIs) has generated a significant impact in various areas, especially in Consumer Behavior. With the ability of AIs to create innovative products, the question arises: how do consumers react to hedonic products created by Artificial Intelligence? Thus, the objective of this investigation is to explain consumer responses to products developed by Artificial Intelligence and Humans, testing the mediation of Narrative Transportation and Attitude towards the product, and the moderation by Algorithm Trust, Need for Cognition, and Technological Readiness. For this study, the experimental method among subjects was employed, where the final study involved 177 participants (n=177), divided into control and experimental groups. They were exposed to two identical products, with one having the information that it was created by an AI and the other by a human. The focus was on the relationship between the creation of products by AI (Independent Variable) and the Purchase Intention (Dependent Variable). Theories such as Automation Bias and Speciesism provided the conceptual basis for the study. The results revealed that the Purchase Intention for a product created by AI is higher when this relationship is mediated by Attitude and moderated by Algorithm Trust. However, when Algorithm Trust is lower, there is lower Attitude and Purchase Intention. The mediation by Narrative Transportation and moderation by the Need for Cognition and Technological Readiness were not confirmed. The results find support in the Theories of Automation Bias and Speciesism. With this, it is possible to conclude that the consumer who trusts the AI algorithm tends to believe that the product created by it is more reliable than the product created by a Human (Automation Bias). However, when the trust in the algorithm is lower, the consumer tends to reject the product created by the AI, trusting more in the product created by a Human (Speciesism). This work contributes to the academic and business understanding of the acceptance of AI products. However, the research was limited to a specific product (short film) and a diverse audience, suggesting the need for future investigations into other types of products created by AI and audiences. This research highlights the importance of consumer trust in AI algorithms, paving the way for future studies that can expand our understanding of the interaction between humans and intelligent technologies