Consumer Behavior in AI-Assisted Shopping

What is it about?

With data collected from Chinese consumers, this article reported results of two studies. The first explored differences of two types of delegations of AI tools in consumer perceived benefits, barriers, and tensions about AI tool use. The second examined differences of these factors in various shopping stages. Two types of delegations can be understood as direct use and critically use of AI tools, respectively. Consumer tensions include emotional ambivalence, autonomy threat, and performance ambiguity.

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Photo by Vitaly Gariev on Unsplash

Photo by Vitaly Gariev on Unsplash

Why is it important?

The first study shows that critically use of AI tools has potential to reduce emotional ambivalence and autonomy threat. The second study demonstrates that emotional ambivalence is higher in the discovery and comparison samples than in the purchase and post-purchase samples, whereas performance ambiguity and autonomy threat differ only in selected stage comparisons.