Figure 1.
The figure presents the conceptual framework and overview of the studies. The label factor includes AI-labelled versus standard home appliances in Studies 1–3 and autonomy-enhanced AI versus automatic AI-labelled versus standard advertisements in Study 4. Autonomy is represented by perceived autonomy in Studies 1 and 3 and an autonomy dictionary in Study 5. Culture is represented by Western versus Eastern groups in Studies 2–4 and US versus Korean videos in Study 5. Consumer responses include likelihood to use, attitude, willingness to purchase and sentiment dictionary measures.Conceptual framework
Source: Authors’ own work