Potential avenues for future research
| Category | Future research directions |
|---|---|
| Predictors | |
| Individual differences | Investigate the role of individual differences factors, such as personality traits, on consumer trust in companies and adoption intentions for high and low autonomy AI services |
| Antecedents of trust | Examine how different trust-building facets, such as transparency or brand familiarity, might influence consumer trust in companies and AI service adoption |
| Moderators | |
| AI autonomy | Explore the contingency of the relationship between consumer trust in companies and AI service adoption at varying levels of autonomy across different AI systems |
| Industry-specific characteristics | Investigate the moderating effects of industry-specific characteristics, such as consumer risk perceptions, on the relationship between trust and AI service adoption |
| Mediators | |
| Perceptions of AI | Examine the underlying mechanisms through which trust in companies influences adoption, such as perceived benefits, quality, reliability or ease of use |
| Consumer attitudes | Investigate the potential mediating effects of consumer emotions, attitudes or beliefs toward AI on the relationship between trust and adoption intentions |
| Outcome variables | |
| Actual adoption behavior | Conduct studies on consumers' actual adoption of AI services to gain insights into the interplay between trust, AI autonomy and real-world consumer behavior |
| Marketing strategies | Examine the potential effects of different marketing strategies, such as persuasive messaging or incentives, on consumer trust, AI service adoption and subsequent outcomes, such as customer satisfaction, spending or loyalty |
| Category | Future research directions |
|---|---|
| Individual differences | Investigate the role of individual differences factors, such as personality traits, on consumer trust in companies and adoption intentions for high and low autonomy AI services |
| Antecedents of trust | Examine how different trust-building facets, such as transparency or brand familiarity, might influence consumer trust in companies and AI service adoption |
| AI autonomy | Explore the contingency of the relationship between consumer trust in companies and AI service adoption at varying levels of autonomy across different AI systems |
| Industry-specific characteristics | Investigate the moderating effects of industry-specific characteristics, such as consumer risk perceptions, on the relationship between trust and AI service adoption |
| Perceptions of AI | Examine the underlying mechanisms through which trust in companies influences adoption, such as perceived benefits, quality, reliability or ease of use |
| Consumer attitudes | Investigate the potential mediating effects of consumer emotions, attitudes or beliefs toward AI on the relationship between trust and adoption intentions |
| Actual adoption behavior | Conduct studies on consumers' actual adoption of AI services to gain insights into the interplay between trust, AI autonomy and real-world consumer behavior |
| Marketing strategies | Examine the potential effects of different marketing strategies, such as persuasive messaging or incentives, on consumer trust, AI service adoption and subsequent outcomes, such as customer satisfaction, spending or loyalty |
Source(s): Author's own creation/work
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