Back Issues 11-20

CONSUMER PREFERENCES IN AI PRODUCT DESIGN: A COMPARATIVE STUDY OF SOCIAL INFLUENCE AND ANTHROPOMORPHIC APPEAL IN EASTERN AND WESTERN CULTURES

Chih-An Lin

Department of Finance and International Business, Fu Jen Catholic University, New Taipei City, Taiwan

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Yu-Ming Hsu^*

Department of Finance and International Business, Fu Jen Catholic University, New Taipei City, Taiwan

*Corresponding Author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Leemen Lee

Department of Business Administration, Fu Jen Catholic University, New Taipei City, Taiwan

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Jirayu Poomontre Kasemsant

Martin de Tours School of Management and Economics, Assumption University, Bangkok, Thailand

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Pair Sajampun

Martin de Tours School of Management and Economics, Assumption University, Bangkok, Thailand

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Abstract

AI smart products, seen as innovations by professionals, also spark concerns among certain consumers and ethicists. Despite differing opinions, the advancement of AI applications is inexorable. This study delves into consumer preferences for AI product attributes and their adoption intent, emphasizing social influence and trust. We analyzed 663 responses—260 from Western English speakers and 403 from Taiwanese individuals. Square structural equation modeling revealed that greater body-self evaluation enhances user comment searches, moderated by social media attachment. User comments correlate with a preference for warm materials and anthropomorphic designs. While material preference doesn't strongly impact usage intention, anthropomorphism does. This research breaks new ground in understanding body-self and societal effects on AI product preferences and intentions, offering insights into Eastern vs. Western consumer behaviors.

 Keywords: Anthropomorphism, Artificial intelligence, Comment search, Product preference, Social influence