1. AI-enabled investment advice: Will users buy it?
- Author
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Chua, Alton Y.K., Pal, Anjan, and Banerjee, Snehasish
- Subjects
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INVESTMENTS , *MATHEMATICAL models , *USER interfaces , *ARTIFICIAL intelligence , *CONSUMER attitudes , *UNCERTAINTY , *AUTOMATION , *THEORY , *INTENTION , *STATISTICAL sampling , *TRUST - Abstract
The objective of this paper is to develop and empirically validate a conceptual model that explains individuals' behavioral intention to accept AI-based recommendations as a function of attitude toward AI, trust, perceived accuracy and uncertainty level. The conceptual model was tested through a between-participants experiment using a simulated AI-enabled investment recommendation system. A total of 368 participants were randomly and evenly assigned to one of the two experimental conditions, one depicting low-uncertainty investment recommendation involving blue-chip stocks while the other depicting high-uncertainty investment recommendation involving penny stocks. Results show that attitude toward AI was positively associated with behavioral intention to accept AI-based recommendations, trust in AI, and perceived accuracy of AI. Furthermore, uncertainty level moderated how attitude, trust and perceived accuracy varied with behavioral intention to accept AI-based recommendations. When uncertainty was low, a favorable attitude toward AI seemed sufficient to promote reliance on automation. However, when uncertainty was high, a favorable attitude toward AI was a necessary but no longer sufficient condition for AI acceptance. Thus, the paper contributes to the human-AI interaction literature by not only shedding light on the underlying psychological mechanism of how users decide to accept AI-enabled advice but also adding to the scholarly understanding of AI recommendation systems in tasks that call for intuition in high involvement services. • Attitude is associated with AI recommendation acceptance, trust and perceived accuracy. • Neither trust nor perceived accuracy is associated with the AI recommendation acceptance. • In a low-risk situation, attitude is correlated with AI recommendation acceptance. • In a high-risk situation, trust and perceived accuracy are correlated with AI recommendation acceptance. [ABSTRACT FROM AUTHOR]
- Published
- 2023
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