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From artificial intelligence to artificial human interaction : understand consumer acceptance of smart objects via mental representations of future interactions

Abstract : While we are promised a booming for IoT markets and artificial intelligence, consumers still seem affected by ambivalence and concern regarding their acceptance (Ardelet et al. 2017). These negative attitudes toward smart objects represent a real barrier to adoption (Mani and Chouk 2018). Prior studies have tried to investigate the mechanisms of acceptance and resistance toward smart objects. Yet, they often relied upon a human-oriented perspective to assess this complex phenomenon and didn’t consider the interpersonal nature of consumer-smart object interactions (Novak and Hoffman 2019, Monsurro et al. 2020). The aim of this research is to assess the consumer-smart object anticipated interaction from an object-oriented ontology. The main goal is to explore the mental representations that smart object’s capacities can trigger. We posit that consumers can mentally simulate future interpersonal interactions with the smart object, based on its perceived capacities to affect and to be affected (Hoffman and Novak 2015). To do so, this research has adopted a mixed-method approach. First, we relied upon a projective qualitative technique called Album-OnLine (AOL) to explore the mental representations elicited by a smart object before purchase. Then, two quantitative studies examine the potential influence of smart object’s perceived capacities (Agency) over the emergence of negative attitudes and anxiety toward it, prior to any real-life interaction. Our results suggest that passive resistance toward smart objects and anxiety toward them emerge due to the innovative and agentic capacities expressed by the smart object. A detailed explanation of the phenomenon and avenues for future research are provided for researchers and managers to reduce this state of anticipated anxiety and to promote smart objects’ adoption.
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Submitted on : Wednesday, September 28, 2022 - 1:20:14 PM
Last modification on : Friday, September 30, 2022 - 3:07:40 AM

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  • HAL Id : tel-03790489, version 1

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Mohamed Hakimi. From artificial intelligence to artificial human interaction : understand consumer acceptance of smart objects via mental representations of future interactions. Business administration. Université Grenoble Alpes [2020-..], 2022. English. ⟨NNT : 2022GRALG003⟩. ⟨tel-03790489⟩

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