TY - JOUR
T1 - Advancing Consumer Behavior
T2 - The Role of Artificial Intelligence Technologies and Knowledge Sharing
AU - Olan, Femi
AU - Suklan, Jana
AU - Arakpogun, Emmanuel Ogiemwonyi
AU - Robson, Andrew
PY - 2021/6/15
Y1 - 2021/6/15
N2 - The increasing use of digital technologies has significantly reshaped marketing and consumer behavior (CB) as online communities and cutting-edge innovations such as artificial intelligence (AI) disrupt and advance consumer attitudes on specific products and services. As such, online communities that are supported by AI technologies creating new knowledge from consumer interactions through platforms like social media as consumers share experiences on specific products or services. Since AI is designed to “learn” and improve with data generated from digital technologies linked to consumer interactions, AI relies on consumer knowledge-sharing (KS) activities to replicate new knowledge for product and service improvement. However, given the knowledge gap in this area, this article applies the fsQCA technique to data generated from 291 participants to develop CB metaframework predicted on the concepts of AI, CB, and KS. Our results suggest that AI advances consumer attitudes and behaviors when knowledge is acquired while online communities promote curiosity and engage consumers to learn by sharing experiences about specific products or services. Furthermore, understanding the causality between AI, CB, and KS concepts offers critical decision-making insights to marketing experts across the industry.
AB - The increasing use of digital technologies has significantly reshaped marketing and consumer behavior (CB) as online communities and cutting-edge innovations such as artificial intelligence (AI) disrupt and advance consumer attitudes on specific products and services. As such, online communities that are supported by AI technologies creating new knowledge from consumer interactions through platforms like social media as consumers share experiences on specific products or services. Since AI is designed to “learn” and improve with data generated from digital technologies linked to consumer interactions, AI relies on consumer knowledge-sharing (KS) activities to replicate new knowledge for product and service improvement. However, given the knowledge gap in this area, this article applies the fsQCA technique to data generated from 291 participants to develop CB metaframework predicted on the concepts of AI, CB, and KS. Our results suggest that AI advances consumer attitudes and behaviors when knowledge is acquired while online communities promote curiosity and engage consumers to learn by sharing experiences about specific products or services. Furthermore, understanding the causality between AI, CB, and KS concepts offers critical decision-making insights to marketing experts across the industry.
KW - Artificial intelligence
KW - Artificial intelligence (AI)
KW - Consumer behavior
KW - Knowledge engineering
KW - Market research
KW - Pricing
KW - Social networking (online)
KW - Technological innovation
KW - consumer behavior (CB)
KW - consumer satisfaction
KW - digital technologies
KW - knowledge sharing (KS)
UR - http://www.scopus.com/inward/record.url?scp=85112602812&partnerID=8YFLogxK
U2 - 10.1109/TEM.2021.3083536
DO - 10.1109/TEM.2021.3083536
M3 - Article
SN - 0018-9391
SP - 1
EP - 13
JO - IEEE Transactions on Engineering Management
JF - IEEE Transactions on Engineering Management
ER -