| Residential College | false |
| Status | 已發表Published |
| When it comes to love, do you believe in fate or choices? Consumer reactions to algorithm (vs. human) dating recommendation agents | |
SONG Xi ; LIU TING CHI ; ZHU Mingxia
| |
| 2024-07 | |
| Conference Name | ISMS Marketing Science Conference |
| Conference Date | June 27-29, 2024 |
| Conference Place | International Convention & Exhibition Centre & University of New South Wales, Sydney |
| Country | Australia |
| Abstract | The proliferation of recommendation algorithms has altered the way people consume, as well as how people meet and start relationships. Prior research has demonstrated the superiority of intelligent algorithms in saving efforts and boosting marketing performance in general consumption scenarios (i.e., products searching, price comparison, customization), and suggested that consumers are averse to having algorithms execute human-oriented tasks. In matters of love, finding a date is inherently a subjective task by humans, whereas online dating services present a modern way of developing romantic relationships, with the promise of increased likelihood of finding an ideal mate. It becomes intriguing whether consumers would prefer human matchmakers from the platform over algorithm recommendations. Drawing upon the sense of agency literature, people’s perception of control over the process and subsequent behaviors depends on agency-supportive or agency-controlling contexts, where the supportive contexts emphasize opportunities for free choice, and controlling contexts make people perceive that their actions are imposed by others. This study assumed that among dating service users, human matchmakers were perceived as agency-controlling and algorithm recommenders as agency-supportive. We posit that consumers have an implicit theory about the nature of love, such that some consider their fate of love to be preordained and outside of individual influence (algorithm prediction), whereas others believe that their love fate is malleable and can be changed by one’s efforts (human intervention). In light of this, we suggest that algorithm dating recommendations (human matchmaker) would make consumers perceive higher (lower) sense of agency, which positively relates to service adoption intention. Such relationship is stronger when people hold a belief of fixed love fate. The research findings would contribute insights and practical implications to online relationship marketing and human-algorithm interaction literature. |
| Language | 英語English |
| Document Type | Conference paper |
| Collection | DEPARTMENT OF MANAGEMENT AND MARKETING |
| Corresponding Author | SONG Xi |
| Affiliation | UM |
| Recommended Citation GB/T 7714 | SONG Xi,LIU TING CHI,ZHU Mingxia. When it comes to love, do you believe in fate or choices? Consumer reactions to algorithm (vs. human) dating recommendation agents[C], 2024. |
| APA | SONG Xi., LIU TING CHI., & ZHU Mingxia (2024). When it comes to love, do you believe in fate or choices? Consumer reactions to algorithm (vs. human) dating recommendation agents. . |
| Files in This Item: | There are no files associated with this item. | |||||
Items in the repository are protected by copyright, with all rights reserved, unless otherwise indicated.
Edit Comment