Olan, Femi and Suklan, Jana and Arakpogun, Emmanuel Ogiemwonyi and Robson, Andrew (2021) Advancing Consumer Behavior: The Role of Artificial Intelligence Technologies and Knowledge Sharing. IEEE Transactions on Engineering Management, 71. pp. 13227-13239. DOI https://doi.org/10.1109/tem.2021.3083536
Olan, Femi and Suklan, Jana and Arakpogun, Emmanuel Ogiemwonyi and Robson, Andrew (2021) Advancing Consumer Behavior: The Role of Artificial Intelligence Technologies and Knowledge Sharing. IEEE Transactions on Engineering Management, 71. pp. 13227-13239. DOI https://doi.org/10.1109/tem.2021.3083536
Olan, Femi and Suklan, Jana and Arakpogun, Emmanuel Ogiemwonyi and Robson, Andrew (2021) Advancing Consumer Behavior: The Role of Artificial Intelligence Technologies and Knowledge Sharing. IEEE Transactions on Engineering Management, 71. pp. 13227-13239. DOI https://doi.org/10.1109/tem.2021.3083536
Abstract
The increasing use of digital technologies has significantly reshaped marketing and consumer behavior (CB) as online communities and cutting-edge innovations such as artificial intelligence (AI) disrupt and advance consumer attitudes on specific products and services. As such, online communities that are supported by AI technologies creating new knowledge from consumer interactions through platforms like social media as consumers share experiences on specific products or services. Since AI is designed to “learn” and improve with data generated from digital technologies linked to consumer interactions, AI relies on consumer knowledge-sharing (KS) activities to replicate new knowledge for product and service improvement. However, given the knowledge gap in this area, this article applies the fsQCA technique to data generated from 291 participants to develop CB metaframework predicted on the concepts of AI, CB, and KS. Our results suggest that AI advances consumer attitudes and behaviors when knowledge is acquired while online communities promote curiosity and engage consumers to learn by sharing experiences about specific products or services. Furthermore, understanding the causality between AI, CB, and KS concepts offers critical decision-making insights to marketing experts across the industry.
Item Type: | Article |
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Uncontrolled Keywords: | Artificial intelligence (AI); consumer behavior (CB); consumer satisfaction; digital technologies; knowledge sharing (KS) |
Divisions: | Faculty of Social Sciences Faculty of Social Sciences > Essex Business School |
SWORD Depositor: | Unnamed user with email elements@essex.ac.uk |
Depositing User: | Unnamed user with email elements@essex.ac.uk |
Date Deposited: | 30 Apr 2024 15:28 |
Last Modified: | 08 Aug 2024 10:39 |
URI: | http://repository.essex.ac.uk/id/eprint/36823 |
Available files
Filename: IEEE_SCF_2021_revision.pdf