Earticle

초록

영어

This study examines how design affordances and psychological needs shape consumers’ continuance intention toward AI shopping agents, with human-AI value co-creation as the mediating mechanism. Integrating service-dominant logic and self-determination theory, it positions value co-creation as the process linking antecedents to continuance, addressing prior work that treats value as a post-use evaluation rather than a product of interaction. A survey of 367 users of AI shopping agents was analyzed using covariance-based structural equation modeling (CB-SEM). The findings reveal that recommendation explanation transparency, conversational responsiveness, and competence significantly and positively influence human-AI value co-creation, whereas autonomy and relatedness have nonsignificant effects. Value co-creation in turn exerts a strong positive effect on continuance intention (β= .70) and mediates the relationships between the significant antecedents and continuance intention. The results establish human-AI value co-creation as a process-based mediating mechanism and offer practical implications for the design and user retention of generative AI recommendation systems.

목차

Abstract
I. Introduction
II. Theoretical Background and Hypotheses
1. AI Shopping Agents and Continuance Intention
2. Human-AI Value Co-creation as the Mediating Mechanism
3. Design Affordances and Human-AI Value Co-creation
4. Psychological Needs and Human-AI Value Co-creation
5. Human-AI Value Co-creation and Continuance Intention
III. Research Method
1. Sample and Procedure
2. Measures
3. Data Analysis Strategy
IV. Results
1. Common Method Bias
2. Measurement Model
3. Structural Model and Hypothesis Testing
V. Conclusion and Discussion
Reference

키워드

저자

• Shen, Fuwei [ Doctoral Student, Department of Global Business, Kyonggi University ] 1st author
• Kim, Eunjin [ Professor, Department of Global Business, Kyonggi University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  콘텐츠와산업 [Journal of Contents and Industry]

• 간기

  격월간

• pISSN

  2765-317X

• 수록기간

  2019~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 600 DDC 700