表題番号：2019C-152 日付：2020/04/12
研究課題International differences in the customer value of robotic vehicles
研究者所属（当時） 資格 氏名
（代表者） 商学学術院 商学部 准教授 フランク　ビョーン
研究成果概要
  Intelligent products that once appeared like science fiction, such as self-driving vehicles and household robots, have become the focus of product development in both start-up firms and established global players. Many firms even view their future existence in consumer markets as tied to their success in developing intelligent products. Such intelligent products are empowered by artificial intelligence, which refers to intelligence demonstrated by machines and differs from the naturally evolved intelligence exhibited by humans and other intelligent forms of life. Artificial intelligence-empowered products autonomously perceive their environment and take autonomous actions to achieve their goals without necessarily requiring feedback from consumers. To succeed in consumer markets, firms will have to persuade consumers to purchase these artificial intelligence-empowered products. This implies a need for marketing scholars and practitioners to obtain knowledge about the determinants of consumer purchases of artificial intelligence-empowered products.

  To extend the literature and support firms that develop artificial intelligence-empowered products, this study compares the roles of distinct types of consumer value in the formation of consumer decisions to purchase artificial intelligence-empowered products. In addition, this study proposes moderating variables that explain the variation of this formation process across different countries, artificial intelligence technologies, and consumers.