In order to perpetuate service sustainability and promote sustainable growth in the service sector, it is important to resolve service failures. AI technology is being applied to service jobs in more and more industries, but AI will inevitably fail while providing service. How to carry out service recovery and obtain the understanding and forgiveness of customers is a problem that urgently needs solving in the practice and research of AI services. The purpose of this study was to explore the artificial intelligence remediation mechanism in the context of service failure and to explore the remedial utility of AI’s self-deprecating humor responses. The study conducted data collection through three experiments to test our hypotheses: study 1 verified the main effect of self-deprecating humor responses and the mediating effect of perceived sincerity and perceived intelligence; study 2 verified the moderated effect of the sense of power; and study 3 verified the moderated effect of failure experience. The experimental results show that, in the context of AI for service recovery, self-deprecating humor responses can improve customers’ willingness to tolerate failure, with perceived intelligence and perceived sincerity found to play a mediating role in this. The sense of power also plays a moderating role by affecting perceived sincerity, and failure experience has a moderate effect by affecting perceived intelligence. The theoretical contribution of the article is to introduce the perspective of AI’s self-deprecating humor service recovery, which complements theoretical research in the field of AI services. The management significance of the article is to provide new AI communication strategies and practical suggestions for enterprises and technical personnel.
PurposeThe increasing social media use has been widely recognized for its adverse effects, such as social media fatigue. With the continuously increasing friends on social media, the dissimilarity of individuals in terms of age, personality, and values has increased. It is unclear whether perceived dissimilarity with others is associated with social media fatigue. The authors attempted to bridge this gap by constructing a “perception–emotion–behavioral” research framework. This study investigated the influence of individual perceived dissimilarity on social media fatigue. The authors further investigated the mechanisms mediating the three dimensions of social anxiety in the model.Design/methodology/approachThis study examined the mechanisms by which individual perceived dissimilarity influences social media fatigue, particularly using WeChat application. A field survey study conducted in China with 408 subjects of WeChat app users was used in this study to analyze the study model.FindingsThe obtained results demonstrate that individual perceived dissimilarity has a significant positive effect contributing to social media fatigue, perceived dissimilarity is positively correlated to social anxiety. Social anxiety positively affects social media fatigue, and social anxiety partially mediates the positive effect between perceived dissimilarity and social media fatigue.Originality/valueFirst, the study confirmed the influence of perceived dissimilarity on social media fatigue, which may enrich the antecedent mechanisms of social media fatigue. Second, the authors demonstrated the social anxiety-mediated development of fatigue. The findings provide an in-depth understanding of users' fatigue. Third, the findings of this study provide valuable insights for preventing of social media fatigue.
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