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Creating Demand for AI-Based Subscription of Physical Goods: A Consumer Perspective in the Food Industry

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New Sustainable Horizons in Artificial Intelligence and Digital Solutions (I3E 2023)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 14316))

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Abstract

Subscription platforms based on artificial intelligence (AI) that offer the delivery of physical goods represent a new frontier in retailing. Therefore, empirical investigation into consumers’ views on the factors driving their motivation to use such platforms is necessary. Considering the lack of research on this front, this study aims to examine consumers’ insights into the enabling and constraining technological affordances of platforms that inhibit or facilitate subscription motivation. Drawing on Regulatory Focus Theory, this study tests the effects of situational prevention-focused and promotion-focused factors on subscription intention. Based on data from 290 respondents, we found that intention is positively influenced by perceived functional congruity, which is determined by perceived service personalization and ease of use. In contrast, the effect of psychological reactance associated with perceived lack of control over service delivery is negative. These findings advance our understanding of the features of platforms offering physical goods subscription services that drive the predisposition to use such platforms, thus informing retailers on how AI can support platform expansion.

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Author information

Authors and Affiliations

  1. Cardiff Business School, Cardiff University, Cardiff, CF10 3EU, UK

    Dinara Davlembayeva

  2. University of Bristol Business School, Bristol, BS8 1SD, UK

    Davit Marikyan & Eleonora Pantano

  3. Department of Management “Valter Cantino”, University of Turin, 10134, Turin, Italy

    Francesca Serravalle

  4. Lomonosov Moscow State University, Moscow, 119234, Russia

    David Babayan

Authors
  1. Dinara Davlembayeva
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  2. Davit Marikyan
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  3. Eleonora Pantano
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  4. Francesca Serravalle
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  5. David Babayan
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Corresponding author

Correspondence to Dinara Davlembayeva .

Editor information

Editors and Affiliations

  1. Delft University of Technology, Delft, The Netherlands

    Marijn Janssen

  2. Positivo University, Curitiba, Paraná, Brazil

    Luiz Pinheiro

  3. Delft University of Technology, Delft, The Netherlands

    Ricardo Matheus

  4. Positivo University, Curitiba, Paraná, Brazil

    Fernanda Frankenberger

  5. Swansea University, Swansea, UK

    Yogesh K. Dwivedi

  6. University of Agder, Kristiansand, Norway

    Ilias O. Pappas

  7. University of Turku, Turku, Finland

    Matti Mäntymäki

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Davlembayeva, D., Marikyan, D., Pantano, E., Serravalle, F., Babayan, D. (2023). Creating Demand for AI-Based Subscription of Physical Goods: A Consumer Perspective in the Food Industry. In: Janssen, M., et al. New Sustainable Horizons in Artificial Intelligence and Digital Solutions. I3E 2023. Lecture Notes in Computer Science, vol 14316. Springer, Cham. https://doi.org/10.1007/978-3-031-50040-4_5

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  • DOI: https://doi.org/10.1007/978-3-031-50040-4_5

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-50039-8

  • Online ISBN: 978-3-031-50040-4

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