Publicação
Artificial Intelligence and its Ethical Implications for Marketing
| Resumo: | Recent developments in artificial intelligence and machine learning have come to revolutionize the way we work and see things. The question is whether it impacts positively or negatively the society. Ethical questions arise when consumers think of how their data are being treated. The previous studies on the area focus on theory of acceptance, risk, trust or AI; this paper approaches all those fields together and how they connect. The data was collected through an online survey that had 215 respondents. To test the hypothesis, it was used partial least square-structural equations modeling (PLS-SEM) and it revealed that perceived risk showed significant association with attitude towards a product or service; perceived risk and the perceived trust has a positive impact on the consumer to act upon the product or service; it was found a significant association between perceived risk and ethics and social norms are positively influenced by our moral values. This contributes to the field by understanding the drivers that leads consumer to accept or not a technology thus reducing the risks and increasing the trust. |
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| Autores principais: | Lou, Touah Tamara Pires Benie |
| Assunto: | Artificial Intelligence Ethics Technology Risk Trust Consumer Attitude Behavior Intentions Social Norms Inteligência Artificial Ética Tecnologia Risco Confiança Consumidor Atitude Normas Sociais Étika Itilijénsa Artifisial Risku Tekinolujia Itilijénsa Artifisial Kunfiansa Atitudi Konsumidor Nórma Social |
| Ano: | 2021 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Recent developments in artificial intelligence and machine learning have come to revolutionize the way we work and see things. The question is whether it impacts positively or negatively the society. Ethical questions arise when consumers think of how their data are being treated. The previous studies on the area focus on theory of acceptance, risk, trust or AI; this paper approaches all those fields together and how they connect. The data was collected through an online survey that had 215 respondents. To test the hypothesis, it was used partial least square-structural equations modeling (PLS-SEM) and it revealed that perceived risk showed significant association with attitude towards a product or service; perceived risk and the perceived trust has a positive impact on the consumer to act upon the product or service; it was found a significant association between perceived risk and ethics and social norms are positively influenced by our moral values. This contributes to the field by understanding the drivers that leads consumer to accept or not a technology thus reducing the risks and increasing the trust. |
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