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Starting a relationship with AI! Exploring consumer's attitude towards digital human stylists

Lookup NU author(s): Dr Davit MarikyanORCiD

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Abstract

We investigate digital human stylists (DHS) - a new AI-powered form of personalised digital avatar - that can complement traditional retail services with innovative recommendations mimicking social presence. We explore the factors that can shape a positive attitude towards DHS, underpinning the interaction between consumers and machines. We employ a survey-based approach of collecting data from 357 respondents from 39 countries. Our results show that trust in technology, perceived enjoyment and usefulness lead consumers to develop relationships with DHS to access a personalised service. We also find that ease of use and social influence are important in leading consumers to fully engage with a DHS. This new form of human-computer machine emerges as a new AI service complementing traditional retail services. Our research is the first to provide empirical evidence about the factors that can improve consumers' acceptance of DHS, by making it complementary to traditional retail services.

Publication metadata

Author(s): Bonetti F, Silva E, Pantano E, Marikyan D

Publication type: Article

Publication status: Published

Journal: International Journal of Technology Marketing

Year: 2024

Volume: 18

Issue: 4

Pages: 371-398

Online publication date: 02/10/2024

Acceptance date: 23/01/2024

ISSN (print): 1741-878X

ISSN (electronic): 1741-8798

Publisher: Inderscience Enterprises Ltd.

URL: https://doi.org/10.1504/IJTMKT.2024.141881

DOI: 10.1504/IJTMKT.2024.141881

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