The Moderating Effect of Artificial Intelligence Phobia on the Relationship between Trust and Product Promotion Effectiveness: An Exploratory Study

被引：1
|
作者：
Wang, Chuan-Yu [1 ]
Song, Yuxuan [1 ]
Wu, Chih-Yun [1 ]
Yang, Pu-Tai [1 ]
机构：
[1] Tunghai Univ, Dept Business Adm, Taichung, Taiwan
来源：
2020 11TH INTERNATIONAL CONFERENCE ON E-EDUCATION, E-BUSINESS, E-MANAGEMENT, AND E-LEARNING (IC4E 2020) | 2020年
关键词：
Recommendation Agents; Moderating Effect; Promotion Effectiveness; Trust; Artificial Intelligence Phobia; RECOMMENDATION AGENTS; E-COMMERCE;
D O I：
10.1145/3377571.3377594
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
This research aims to examine the moderating effect of artificial intelligence phobia (AI-phobia) on the relationship between perceived trust and product promotion effectiveness in a recommendation system. The perceived trust consists of three subtypes of trusts: competence trust, benevolence trust and integrity trust. The experimental result shows that the moderating effect is nonsignificant.
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页码：356 / 359
页数：4
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