Exploring the mechanism of sustained consumer trust in AI | ResearchBunny

Index

Abstract

This study investigates how to maintain consumer trust in AI chatbots after service failures. Integrating Computers as Social Actors (CASA) theory with attribution theory, a model is constructed and empirically tested using 462 survey responses. Results show that CASA factors (anthropomorphic characteristics, empathy, interaction quality) enhance trust after failures, mediated by attribution styles. AI anxiety negatively impacts trust and moderates the effect of internal attributions on sustained trust. Findings provide insights for AI chatbot development.

Publisher

Humanities and Social Sciences Communications

Published On

Oct 22, 2024

Authors

Chenyu Gu, Yu Zhang, Linhao Zeng

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