Uniqueness neglect on consumer resistance to AI

Abstract

PurposeArtificial intelligence (AI) has a large number of applications at the industry and user levels. However, AI's uniqueness neglect is becoming an obstacle in the further application of AI. Based on the theory of innovation resistance, this paper aims to explore the effect of AI's uniqueness neglect on consumer resistance to AI.Design/methodology/approachThe authors tested four hypothesis across four studies by conducting lab experiments. Study 1 used a questionnaire to verify the hypothesis that AI's uniqueness neglect leads to consumer resistance to AI; Studies 2 focused on the role of human–AI interaction trust as an underlying driver of resistance to medical AI. Study 3–4 provided process evidence by way of a measured moderator, testing whether participants with a greater sense of non-verbal human–AI communication are more reluctant to have consumer resistance to AI.FindingsThe authors found that AI's uniqueness neglect increased users' resistance to AI. This occurs because the uniqueness neglect of AI hinders the formation of interaction trust between users and AI. The study also found that increasing the gaze behavior of AI and increasing the physical distance in the interaction can alleviate the effect of AI's uniqueness neglect on consumer resistance to AI.Originality/valueThis paper explored the effect of AI's uniqueness neglect on consumer resistance to AI and uncovered human–AI interaction trust as a mediator for this effect and gaze behavior and physical distance as moderators for this effect.

Positioning AI as a Partner in Work and Action: A Library Research Journal

“…This is no exception to the existence of inequality in the medical world, for example, Gaczek et al (2023) consumers are still skeptical about the ability of AI to assess their medical condition accurately. Various barriers such as value barriers, risks, traditional barriers, and image barriers (Jiang et al, 2022) need to be explored in greater depth (Mou et al, 2023). The emergence of obstacles to this emphasis places more emphasis on decision-makers.…”