The Impact of AI Autonomy on Consumers' Purchase Intention
DOI:
https://doi.org/10.54097/jxc6dd13Keywords:
AI Autonomy, Algorithm Aversion, Perceived Transparency, Purchase IntentionAbstract
This paper explores the impact of AI autonomy on consumers’ purchase intention. Although highly autonomous AI can improve consumption efficiency and platform performance, excessive autonomous decision-making may weaken consumers’ sense of control, trigger algorithm aversion, and reduce trust, thereby decreasing purchase intention. The study proposes that perceived transparency plays a key mediating role in this process. Due to the “black-box” nature of highly autonomous AI, consumers often find it difficult to understand the rationale behind AI-driven decisions, which undermines trust in both the platform and the algorithm and subsequently affects purchasing decisions. In addition, product knowledge is found to moderate this relationship. Consumers with higher levels of product knowledge are more sensitive to algorithm transparency and are therefore more likely to perceive the negative effects of highly autonomous AI. Based on these findings, this paper provides theoretical insights for optimizing AI-powered consumer services and enhancing consumer acceptance.
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