| Abstract [eng] |
Rapidly evolving artificial intelligence technologies pose new challenges for all sectors of the economy, but the dominance of the human factor has led to fundamental changes in services. The role of artificial intelligence in the context of the service industry requires a review of existing service theories and new theoretical assumptions. In practical terms, the proliferation of artificial intelligence in services significantly expands the possibilities for developing new services. In order for them to succeed in the market, it is important to know the means enabling the application of artificial intelligence and other related technologies in services, to identify the types of services based on artificial intelligence and the relevant patterns of consumer behavior. Existing research suggests that topics related to the acceptability of artificial intelligence services to consumers have already been analyzed, but they lack a comprehensive theoretical rationale. Little is still known about what drives consumers' attitudes towards artificial intelligence services, so further research is needed. Based on this, the problem formulated in the master's thesis – what factors determine the acceptability of services based on artificial intelligence to consumers? The object of the project – the factors influencing the acceptability of services based on artificial intelligence to consumers. The aim of the project – to theoretically and empirically substantiate the factors that determine the acceptability of services based on artificial intelligence to consumers. To achieve this aim, the project addresses six objectives, the implementation of which is the basis for the main results of the project. Based on the analysis of the scientific literature and the summary of the results of the research carried out so far, a model of the factors determining the acceptability of services based on artificial intelligence to consumers has been developed. It reflects three groups of critical factors: socio-emotional (perceived anthropomorphism, social environment, and hedononic motivation), functional (perceived outcomes and perceived effort), and relationship factors (trust, privacy concerns). The proposed theoretical model depicts the influence of the above factors on the reception structure of services based on artificial intelligence and its impact on the use of these services. Empirical substantiation of the theoretical model in the case of Lithuanian consumers was performed using the answers of 346 respondents. An empirical study has revealed that the social environment, hedonic motivation, privacy concerns, and trust have a positive impact on consumers acceptance of artificial intelligence services, and the impact of perceived efforts, as planned, on the acceptance of these services is negative. Perceived anthropomorphism and perceived results have not been shown to influence the acceptance of artificial intelligence -based services. The identification of a strong impact of the adoption of services based on artificial intelligence on their use can be considered a significant result, both theoretically and practically. |
