Enhancing value in customer journey by considering the (ad)option of artificial intelligence tools
Journal of Business Research（2023）
摘要
•This study has measured the adoption intentions from the Pre-purchase customer journey Perspective.•The Proposed model is a new way to measure the adoption intention by studying value of AI tools.•Parasocial relationships is explored as mediator between AI tools' value and adoption intentions.•This study has analyzed the results for different types of consumer characteristics i.e., AI Fan, AI indifference and AI detractors.
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关键词
Artificial intelligence technologies, Adoption intention, Perceived value, Anthropomorphism, Parasocial relationship, Customer journey
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