首页|Do consumers’ perceptions of algorithms and trusting beliefs in providers affect perceived structural assurances of AI-powered applications?

Do consumers’ perceptions of algorithms and trusting beliefs in providers affect perceived structural assurances of AI-powered applications?

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  • NETL
  • NSTL
  • Elsevier
© 2024 Elsevier LtdThis study aims to understand how perceptions of algorithms and trusting beliefs in service providers facilitate consumers’ perceived structural assurance of using commercial AI applications. The present study adopts a combined approach of partial least squares-structural equation modeling and fuzzy-set qualitative comparative analysis (PLS-SEM-fsQCA) to understand the linear and combined effects of the studied factors on perceived structural assurance with 297 effective responses. The PLS-SEM findings revealed that algorithmic perceptions (i.e., Fairness, Accountability, and Transparency) and trusting beliefs (i.e., Benevolence, Competence, and Integrity) were positively associated with Perceived Structural Assurance. The fsQCA findings indicate four configural solutions of causal conditions that explain Perceived Structural Assurance, and each solution reflects a particular type of consumers who have unique considerations when assessing commercial AI's structural assurance. This study adds to consumer behavior studies by introducing consumers’ perceptions of algorithms and trusting beliefs in evaluating their structural assurances in commercial AI applications from linear and complexity perspectives.

Algorithmic perceptionsConsumer behaviourfsQCAPerceived structural assurancePLS-SEMTrusting beliefs

Yuan Y.-P.、Ooi K.-B.、Liu L.、Wei-Han Tan G.

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School of Economics and Management Shihezi University||Centre for Business Informatics and Industrial Management (CBIIM) UCSI Graduate Business School UCSI University

Centre for Business Informatics and Industrial Management (CBIIM) UCSI Graduate Business School UCSI University||FORE School of Management||Korea University Business School Korea University||Faculty of Business Design and Arts Swinburne University of Technology Sarawak Campus

Development Institute Fudan University||UCSI UniversityUCSI University||Philosophy and Social Sciences Laboratory of Data Science and Smart Society Governance Ministry of Education||

UCSI Graduate Business School UCSI University||Department of Marketing The University of Jordan||College of Business Administration Adamson University||Faculty of Business Design and Arts Swinburne University of Technology Sarawak Campus

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2024

10.1016/j.tele.2024.102188

Telematics and informatics

Telematics and informatics

EI
ISSN：0736-5853
年,卷(期)：2024.94(Oct.)
  • 94