Merchandising/Marketing/Retailing: Management

The Study of Humans-Artificial Agents Relationships in Retailing Contexts: The Role of Trust

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Abstract

The retail industry is at the inflection point where Artificial Intelligence (AI) and robots, are transforming not only business practices, but also the lives of consumers. This study focuses on how consumers develop relationships with AI technology in retailing contexts, by positing the role of trust in building human-AI relationships. Specifically, trust is proposed to influence humans’ perceptual (i.e., perceived usefulness, perceived enjoyment, and perceived risk) and behavioral responses (i.e., intent to continue use). Supporting the Theory of Social Response (TSR) and the Technology Acceptance Model (TAM), this study demonstrates that trust in digital assistants’ competence, benevolence, and integrity increased consumers’ intent to continue use of AAs through perceived usefulness and perceived enjoyment. 

Keywords: Human-AI relationship, Trust, Artificial intelligence

How to Cite:

Kim, M. & Huang, R., (2020) “The Study of Humans-Artificial Agents Relationships in Retailing Contexts: The Role of Trust”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12116