 The role of recommendation sources and attribute framing in online product recommendationsYikai Yang, Jiehui Zheng, Yining Yu, Yiling Qiu and Lei Wang Journal of Business Research, 2024, vol. 174, issue C Abstract: As artificial intelligence (AI) is increasingly incorporated into online product recommendations (OPRs), investigating how an AI recommendation source influences consumer behavior has attracted widespread attention among scholars. Across five studies, this paper empirically examines the effect of the AI (vs. human) recommendation source on consumer responses from the perspective of vice and virtue frame products. The results show that when OPRs frame products as vice (vs. virtue), the AI (vs. human) recommendation source has negative effects on perceived warmth and competence (Study 2a) and eventually negatively influences purchase intention (Studies 1a and 2a), willingness to pay (Study 1b), and product attitude (Study 2b). However, humanized AI and AI-human hybrid improve the acceptance intention of vice frame product recommendations through different improvement paths (Study 3). This paper extends the research stream on the comparison of AI and humans and contributes to the literature on social perception, humanized intelligence, and augmented intelligence. Keywords: Online product recommendations; Artificial intelligence; Warmth; Competence; Vice; Virtue (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:174:y:2024:i:c:s014829632400002x DOI: 10.1016/j.jbusres.2024.114498 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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