Business Management Reference on AI Product Marketing Strategies

DOI

10.2991/978-94-6463-038-1_28How to use a DOI?

Keywords

AI; Interpersonal attraction; Usage intention

Abstract

From the perspective of AI product interaction with users, this study provides scientific guidance for enterprise managers to understand user psychology and formulate effective marketing strategies. This study establishes a research conceptual model to explain the user's willingness to use AI products, as well as the factors that explain this process. By collecting user data, using AMOS software, we employ path-analysis methods to test how the characteristics of AI products (accuracy, autonomy, anthropomorphism, and affinity) affect consumers’ perception of task attractiveness and interpersonal attraction, and explore how their willingness to AI products is influenced by interpersonal attraction perception.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Bing Zheng
AU  - Anqi Wang
PY  - 2022
DA  - 2022/12/15
TI  - Business Management Reference on AI Product Marketing Strategies
BT  - Proceedings of the 2022 3rd International Conference on Management Science and Engineering Management (ICMSEM 2022)
PB  - Atlantis Press
SP  - 301
EP  - 314
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-038-1_28
DO  - 10.2991/978-94-6463-038-1_28
ID  - Zheng2022
ER  -