Are you adopting artificial intelligence products?: social-demographic factors to explain customer acceptance

• Mariano Méndez-Suárez ^[2] ; Abel Monfort ^[2] ; Jose-Luis Hervas-Oliver ^[1]
  1. [1] Universidad Politécnica de Valencia

     Universidad Politécnica de Valencia

     Valencia, España

     
  2. [2] ESIC University
• Localización: European Research on Management and Business Economics, ISSN 2444-8834, Vol. 29, Nº. 3, 2023, págs. 18-25
• Idioma: inglés
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• Resumen

  • Are consumers accepting AI-based products? What are the socio-demographics influencing the adoption of these products? This study tests the potential users’ social-demographic characteristics that influence the relationship between innovation and AI-based products. The latter are robots (e.g. chatbots) and AI (e.g. recommendation systems, amongst others). A mixed methods approach is adopted using both qualitative and quantitative analysis with non-metrical multidimensional scaling (NMDS) to map opinions about digitally-intensive products, such as robots and AI, and the attitude towards innovation. The research uses data on the general population from the Spanish innovation barometer survey (N =3,005). Findings show that individuals who have a negative attitude towards innovation have a negative opinion about robots and AI. As regards social-demographic dimensions, age and economic conditions moderate this effect, causing a more positive opinion towards digitally-intensive products amongst young people and individuals with a higher socio-economic level. These effects are increased by the moderating role of sex.