How Trust in Human-like AI-based Service on Social Media Will Influence Customer Engagement: Exploratory Research to Develop the Scale of Trust in Human-like AI-based Service

Jin Jingchuan, PhD Candidate, Department of Business Administration, Kyung Hee University, Seoul, KoreaFollow
Shali Wu, Adjunct Professor, Department of Business Administration, Kyung Hee University, Seoul, KoreaFollow

Abstract

This research is on how people's trust in human-like AI-based service will influence customer engagement (CE). This study will discuss the relationship between trust and CE and explore how people's trust in AI affects CE when they lack knowledge of the company/brand. Items from the philosophical study of trust were extracted to build a scale suitable for trust in AI. The scale's reliability was ensured, and six components of trust in AI were merged into three dimensions: trust based on Quality Assurance, Risk-taking, and Corporate Social Responsibility. Trust based on quality assurance and risk-taking is verified to positively impact customer engagement, and the feelings about AI-based service fully mediate between all three dimensions of trust in AI and CE. The new trust scale for human-like AI-based services on social media sheds light on further research. The relationship between trust in AI and CE provides a theoretical basis for subsequent research.

Recommended Citation

Jingchuan, Jin and Wu, Shali (2024) "How Trust in Human-like AI-based Service on Social Media Will Influence Customer Engagement: Exploratory Research to Develop the Scale of Trust in Human-like AI-based Service," Asia Marketing Journal: Vol. 26 : Iss. 2 , Article 5.
Available at: https://doi.org/10.53728/2765-6500.1633