Ai Is Better When I’M Sure: the Influence of Certainty Level of Consumer Needs on Their Willingness to Use Ai Customer Service

This paper explores the effect of certainty level of consumer needs on their willingness to use AI customer service, as well as its moderating effect and mediating effect. The findings make important theoretical contributions to AI research in the service context and provide useful guidelines for companies to use AI.



Citation:

Yimin Zhu, Yingyue Liu, and Xiang Fang (2020) ,"Ai Is Better When I’M Sure: the Influence of Certainty Level of Consumer Needs on Their Willingness to Use Ai Customer Service", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1199-1199.

Authors

Yimin Zhu, Sun Yat-sen University
Yingyue Liu, Sun Yat-Sen University, China
Xiang Fang, Oklahoma State University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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