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Consumers' human nature and their shopping channel choices in the emerging artificial intelligence era: based on Xunzi's humanity hypothesis

机译:消费者的人工性质及其购物渠道选择在新兴人工智能时代:基于荀子的人类假设

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Purpose Drawing from the ancient Chinese philosopher Xunzi's insights on humanity, this study aims to address human nature's critical role in influencing and shaping consumers' shopping channel choices in the emerging artificial intelligence (AI) era and the implications for non-East Asian countries. Design/methodology/approach Based on the theory of planned behaviour and accessibility-diagnosticity theory, our approach created a holistic model conceptualising human nature, shopping orientations, channel choice intentions, subjective norms and perceived AI usefulness. A questionnaire survey method served to test the framework. Findings The results validated human nature's role in shaping and influencing consumers' channel choices through shopping orientation. Subjective norms weaken the positive relationship between human nature and shopping orientation, while the positive relationship between shopping orientation and online purchase intention is stronger when consumers perceived AI as highly useful. Originality/value This paper contributes to humanity hypotheses literature in management by introducing Xunzi's theory that views human nature as evil. Additionally, it enriches channel choice literature by introducing perceived AI usefulness.
机译:从中国古代哲学家荀子对人性见解的目的,这项研究旨在解决人们对影响和塑造新兴人工智能(AI)时代的消费者购物渠道选择以及对非东亚国家影响的影响。基于计划行为和可访问性诊断理论的设计/方法/方法,我们的方法创造了一个概念性的人性,购物方向,频道选择意图,主观规范和感知AI有用性的整体模型。调查问卷调查方法用于测试框架。结果结果证明了人性化在塑造和影响消费者渠道选择方面的作用。主观规范削弱了人性和购物方向之间的积极关系,而当消费者认为AI非常有用时,购物导向和在线购买意向的积极关系更强大。原创性/价值本文通过介绍荀子的理论,为人类假设文献进行了贡献,以荀子视为邪恶的人性。此外,它通过引入感知AI有用性来丰富渠道选择文献。

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