AMTP Proceedings 2024

Document Type

Conference Proceeding

Publication Date

Spring 2-6-2024

Abstract

Marketing environment becomes more dynamic with technology advancement and the salience of political identity. Yet how political identity influences consumers’ interaction with technology, particularly with AI, remains unknown. This study examines this important question and proposes that political identity can have a subtle influence on consumers’ intention to interact with AI. Specifically, conservatives are more likely to have a favorable intention to interact with chatbots, a better evaluation of customers, and a more positive brand attitude. The findings of our research will contribute to the nuanced understanding about political identity and human technology interaction.

Copyright

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DOI

10.20429/amtp.2024.24

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