The Influence of AI Product Autonomy on Consumer Purchase Intention: A User Perception Perspective

随着人工智能技术广泛应用，本研究从消费者视角出发，探究人工智能自主性特征对消费者购买意愿的影响及作用机制。引入感知控制、感知风险、感知复杂为中介变量，社会临场感、用户参与为调节变量，重点探讨其对消费者用户感知和购买意愿的作用。通过问卷调查和数据分析验证假设，结果表明：1) 人工智能自主性会对消费者购买意愿、用户感知产生显著影响。2) 用户感知在人工智能自主性对消费者购买意愿的影响中起到中介作用。3) 社会临场感正向调节了人工智能自主性对消费者感知风险、复杂的影响作用。4) 用户参与正向调节了消费者感知控制、人工智能自主性对购买意愿的影响作用。该研究有效帮助预测人工智能产品自主性方面发展，对企业如何设计和消费者使用人工智能提供参考与建议。With the widespread application of AI, this study explores its autonomy’s impact on purchase intention and mechanisms from a consumer perspective. It introduces perceived control, risk, and complexity as mediators, and social presence and user participation as moderators. Questionnaire surveys and data analysis show that: 1) AI autonomy significantly impacts purchase intention and user perceptions. 2) User perceptions mediate the effect of AI autonomy on purchase intention. 3) Social presence eases AI autonomy’s impact on perceived risks and complexity. 4) User participation strengthens the positive effects of perceived control and AI autonomy on purchase intention. The findings aid in forecasting AI product autonomy trends and offer insights for AI design and consumer use.