PACIS 2022 Proceedings

Paper Number

1087

Abstract

Collaborative intelligence is the development trend of AI application nowadays. The business industry has integrated AI into live streaming in recent years, along with new challenges. This paper investigates a) how different types of AI-HI collaboration affect consumers' perception of service quality, and further influence their engagement in live streaming, and b) how to deploy the AI-HI collaboration of the live streaming room to achieve the optimal performance for different live streaming orientation. To this end, we proposed a model based on the viewpoint of multiple intelligences and SERVQUAL model. To test our research model, we plan to design a 3 (AI-HI collaboration: mechanical vs. thinking vs. feeling) × 2 (live streaming orientation: transaction-oriented vs. relationoriented) mixed design vignette experiment. The findings of this study are intended to give new insights for researchers and practitioners.

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