Trust in AI-based recommendations#1#2#2#3Daisuke Kudo , Taiki Nobuta , Sorataka Ono & Yang Li(#1 Tohoku Gakuin University, #2 Tokaigakuin University, #3 Nagoya University)
mail: dkudo@mail.tohoku-gakuin.ac.jp, Twitter: @kddisk, URL: http://dicek.net/

Study 1: Backgrounds and Objectives

Study 2: Backgrounds and Objectives

a. The purpose of this study is to examine the reliance on word-of-mouth communication
presented by AI.
b. We examine how word-of-mouth communication by friends and acquaintances, an internalgroup, and word-of-mouth communication by strangers, an external group, differ in selection.
c. In recent years, word-of-mouth communication by AI has been increasing in SNS, etc. In thisstudy, we will also examine the difference in selection when word-of-mouthcommunication by AI is presented, which can be regarded as a second outside group.

a. With respect to online word-of-mouth, it has been shown that negative word-of-mouth canhave a paradoxical effect of increasing product evaluation (Sugitani, 2022).
b. In this study, we examine the effects of positive and negative word-of-mouth on attitudes,
trust, and sympathy when presented in different presentation media.
c. Predicted that even negative word-of-mouth, if it is by a stranger, a friend or an AI, positiveeffects would be observed (Sugitani, 2022).

Procedure
Questionnaire 1

Pre-Purchase intention
for trendy products(5-point scale)

Manipulation

Present one of three
word-of-mouth message
・friend・SNS・AI

Questionnaire 2

Post-Purchase intention
for trendy products&
Trust in stimulus&
Sympathy for the stimulus

432
15

TrustSympathy5

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432Condition

1Condition*1 A two-factor analysis
of variance wasconducted withpurchase intention as
Friend the dependent variable
and stimulus condition,
Twitter pre- and postAI
presentation, and theirinteraction as
independent variables,
but it was notsignificant.

a. Word-of-mouth communication from friends, an internal group, was more sympathetic andtrustworthy than Twitter and AI, both of which are external groups.
b. Comparison of word-of-mouth communication between Twitter and AI suggests that, even in
the same external group, Twitter is perceived as mediated by human intention, and that thisintention may lead to trust and empathy. On the other hand, since human intention does notintervene in AI, it is thought that trust and sympathy are unlikely to arise from such intentions.

Present one of ten wordof-mouth message

Purchase intention for
products&
Trust in stimulus&
Sympathy for the stimulus

Positive-Negative*DirectIndirect (SNS)*FriendUnknown person-AI

Fig.1 Trust of each presenter for
positive word-of-mouth

Fig.2 Trust of each presenter for
Negative word-of-mouth

Fig.3 Trust in positive word-ofmouth by various media

6665

Trust6Questionnaire

Study 2: Results & Discussions

Study 1: Results & Discussions
6Manipulation

4

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5
***

3
2
1

UnkownFriendAICondition

4******

3
2
15
UnkownFriendAI

Condition

Trust

In November 2022, we conducted an online survey of 302 Japanese general adults (F = 140, M =162; Mage = 42.52, SDage = 10.11).

In December 2022, weconducted an online survey of302 Japanese general adults (F= 148, M = 151, O = 3; Mage =41.33, SDage = 9.73).

Procedure

Trust

Study 1: Methods

Study 2: Methods

4

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3

Indirect(SNS)21

DirectMedia

a. The hypothesis that negative word-of-mouth, even by an Unknown person or AI, would havea positive effect was not supported.
b. The results for trust in positive word-of-mouth were the most positive for those made by AI.
One of the reasons for this is that positive word-of-mouth by a person is easily suspected ofbeing a confederate. However, since AIs do not have personalities, it is thought that they wereperceived as not confederate in terms of their contents.

Acknowledgement*2 This work was supported by JST, CREST Grant Number JPMJCR21D4, Japan.

2023 Biennial Conference of Asian Association of Social Psychology. Copyright © 2023 Daisuke Kudo, Taiki Nobuta, Sorataka Ono & Yang Li. All rights reserved.