AI or Not AI: Navigating Consumer Distrust in Automated Product Descriptions and Purchase Intention
(A2024-119814)

AUTHORS

Julia Eisner, Fachhochschule Wiener Neustadt, Campus Wieselburg; Sandra Holub, University of Applied Sciences Wiener Neustadt, Campus Wieselburg, Institute of Marketing, Austria; Florian Goller, Fachhochschule Wiener Neustadt, Campus Wieselburg; Elisabeth Steiner, University of Applied Sciences Wiener Neustadt, Campus Wieselburg, Institute of Marketing, Austria

ABSTRACT

Artificial intelligence and AI tools have swiftly evolved into crucial components of applied marketing communication worldwide in the past year. This work-in-progress project we examine the impact of using AI on consumer perceptions in e-commerce, specifically in the comparison AI- generated vs. human-written product descriptions and their influence on purchase decisions. By utilizing a between-subjects design, Study 1 assesses first insights into consumer perceptions of perceived information quality, persuasiveness and purchase intention. Initial results indicate that the type of product information (AI vs. human-generated) significantly affects how consumers evaluate the information’s quality, as well as confirming that the source of product information influences consumer purchase behaviour. As the data collection for Study 2 progresses, the findings aim to fill information gaps and clarify the interplay of AI's role in consumer decision-making. This will provide insights for the practical implementation of AI-tools in marketing communications.