Abstract

The emergence of artificial intelligence technologies, such as recommendation agents, presents new challenges and opportunities for marketing. Recommendation agents assist consumers in their online grocery shopping decisions by analyzing data on preferences and behaviors. This research highlights that while recommendation agents can reduce choice overload and make purchase decisions easier for consumers, they are also associated with higher uncertainty in decision-making. Three experimental studies confirmed that purchases aided by recommendation agents are perceived as more uncertain and reduced perceptions of control over the choices explain this outcome. Furthermore, lower choice satisfaction and purchase intentions are confirmed as consequences of perceived uncertainty. Personal characteristics such as risk aversion and maximization tendencies are considered boundary conditions for these effects.

中文翻译：

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消费者对零售技术的反应：选择不确定性和推荐代理辅助决策中感知控制的减少

摘要

推荐代理等人工智能技术的出现给营销带来了新的挑战和机遇。推荐代理通过分析偏好和行为数据来帮助消费者做出在线杂货购物决策。这项研究强调，虽然推荐代理可以减少选择过载并使消费者更容易做出购买决策，但它们也与决策中较高的不确定性相关。三项实验研究证实，在推荐代理的帮助下进行的购买被认为更加不确定，并且对选择的控制感减弱解释了这一结果。此外，较低的选择满意度和购买意愿被证实是感知不确定性的结果。风险厌恶和最大化倾向等个人特征被认为是这些影响的边界条件。