Article
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Effect of AI Gender on Trust and Grounding
Version 1
: Received: 6 February 2024 / Approved: 7 February 2024 / Online: 7 February 2024 (07:57:57 CET)
A peer-reviewed article of this Preprint also exists.
Jeon, J.-E. The Effect of AI Agent Gender on Trust and Grounding. J. Theor. Appl. Electron. Commer. Res. 2024, 19, 692-704. Jeon, J.-E. The Effect of AI Agent Gender on Trust and Grounding. J. Theor. Appl. Electron. Commer. Res. 2024, 19, 692-704.
Abstract
Artificial intelligence (AI) agents are widely used in the retail and distribution industry, often in-corporating human-like elements such as possessing names and genders. This paper examines the influence of AI agent gender and brand concepts on trust and grounding within virtual brand spaces; exploring the correlation between user identification with AI agents and subsequent brand recommendations. The study revealed that in virtual brand spaces centered around a functional concept, male AI agents generated higher levels of trust than female AI agents, whereas, when focused on an experiential concept, female AI agents induced higher levels of grounding than male AI agents. Furthermore, this research indicates that the association between customers’ iden-tification with AI agents and recommendations for actual brand purchases is mediated by trust and grounding. These findings support the idea that users who strongly identify with AI agents are more inclined to recommend brand products after engaging in conversations within the virtu-al brand space.
Keywords
AI agents; AI gender; Trust; Grounding; Virtual brad spaces
Subject
Business, Economics and Management, Marketing
Copyright: This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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