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Emotional Resonance or Rational Guidance? Exploring the Mechanisms Through Which Generative AI Recommendation Roles Shape Consumers' Adoption Intentions
- Truvace record
- TRV-2026-2653raw data (JSON)
- Version
- v1Published
- First published
- Evidence type
- Controlled or validated comparison
- Sources
- 1 sourcePeer-reviewed
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ABSTRACT Generative artificial intelligence (GenAI) is reshaping e‐commerce by enabling conversational recommenders that can explain their advice and flexibly enact social roles (e.g., assistant vs. friend). Yet it remains unclear how these roles affect consumers' adoption of GenAI recommendations, through which trust pathways, and under what message designs. Drawing primarily on role theory and trust theory, with product evaluability and dual‐process logic specifying the relevant conditions, we examine how reco…
The gain
In a three-experiment study (n = 263, 293 and 367), assistant-style AI recommendations produced higher adoption intentions for search goods and friend-style recommendations produced higher adoption intentions for experience goods.
Sources
1 on file- Journal of Consumer Behaviourdoi:10.1002/cb.70243
Cite this record
v1Truvace Impact Record TRV-2026-2653, v1: “Emotional Resonance or Rational Guidance? Exploring the Mechanisms Through Which Generative AI Recommendation Roles Shape Consumers' Adoption Intentions.” Truvace, 2026-11-12. /record/TRV-2026-2653 (accessed on the day you copy it). sha256 954f9be0e1d49499…
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