AI创新越强，消费者越易投诉，尤其产品创新更明显。
Understanding the Relationship Between Firms' AI Technology Innovation and Consumer Complaints
- 基于保护动机理论，分析企业AI创新如何引发消费者情绪
- 实证发现企业AI创新显著提升消费者投诉意愿
- 产品类创新比流程类创新引发更多投诉，适合管理者参考
在人工智能时代，企业加大AI技术投入以获取竞争优势，但其与消费者投诉之间的关系仍不明确。本文基于保护动机理论（PMT），采用多方法研究：研究1分析标普500企业面板数据（N=2,758企业-年观测值），研究2考察用户生成的Reddit数据（N=2,033,814条帖子和评论），研究3包含两项控制实验（N=410和N=500）。结果表明，企业AI技术创新显著增强消费者的威胁感知情绪，从而提高投诉倾向。相较于AI流程创新，AI产品创新导致更高水平的消费者投诉。该研究深化了对消费者面对企业AI创新心理反应的理解，并为有效管理消费者投诉提供了实践启示。
原文摘要 · Abstract (English)
In the artificial intelligence (AI) age, firms increasingly invest in AI technology innovation to secure competitive advantages. However, the relationship between firms' AI technology innovation and consumer complaints remains insufficiently explored. Drawing on Protection Motivation Theory (PMT), this paper investigates how firms' AI technology innovation influences consumer complaints. Employing a multimethod approach, Study 1 analyzes panel data from S&P 500 firms (N = 2,758 firm-year observations), Study 2 examines user-generated Reddit data (N = 2,033,814 submissions and comments), and Study 3 involves two controlled experiments (N = 410 and N = 500). The results reveal that firms' AI technology innovation significantly increases consumers' threat-related emotions, heightening their complaints. Furthermore, compared to AI process innovation, AI product innovation leads to higher consumer complaints. This paper advances the understanding of consumers' psychological responses to firms' AI innovation and provides practical implications for managing consumer complaints effectively.
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