Proceedings of the 2022 2nd International Conference on Management Science and Software Engineering (ICMSSE 2022)

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The Influence of Fear of Negative Evaluation on Consumers' Preference for AI Services

——Measurement of Mediating Effect of SPSS Analysis Method

Authors
Luona Wang1, *, Jinsong Chen2
1College of Business Administration, Guizhou University of Finance and Economics, Guiyang, China
2College of Business Administration, Guizhou University of Finance and Economics, Guiyang, China
*Corresponding author. Email: 1639199107@qq.com
Corresponding Author
Luona Wang
Available Online 29 December 2022.
DOI
10.2991/978-94-6463-056-5_82How to use a DOI?
Keywords
Fear of Negative Evaluation; Social Anxiety; Preference for Ai Service
ABSTRACT

In offline consumption, there will be sales staff to provide services for us, which also means that consumers need to communicate with sales staff. However, for some consumers who are nervous because they are afraid of others' negative evaluation of themselves in the social environment, they will be afraid to socialize with sales personnel, so they will prefer AI to provide services. Based on the consumer cognitive model, this paper explores the influence mechanism of negative evaluation fear on consumers' preference for AI services. The questionnaire data were collected online and offline, and SPSS was used to analyze the reliability and validity. A structural model was constructed to analyze the path and hierarchical regression to analyze the mediating effect. Finally, the conclusion was drawn that social anxiety would occur when consumers' fear of negative evaluation was high, Therefore, consumers will not think that they have a subjective preference for AI services. Enterprises should provide AI services for such consumers, so that they can get a better service experience.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Management Science and Software Engineering (ICMSSE 2022)
Series
Atlantis Highlights in Computer Sciences
Publication Date
29 December 2022
ISBN
978-94-6463-056-5
ISSN
2589-4900
DOI
10.2991/978-94-6463-056-5_82How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Luona Wang
AU  - Jinsong Chen
PY  - 2022
DA  - 2022/12/29
TI  - The Influence of Fear of Negative Evaluation on Consumers' Preference for AI Services
BT  - Proceedings of the 2022 2nd International Conference on Management Science and Software Engineering (ICMSSE 2022)
PB  - Atlantis Press
SP  - 561
EP  - 565
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-056-5_82
DO  - 10.2991/978-94-6463-056-5_82
ID  - Wang2022
ER  -