AI-enabled personalization: sparking action or just a fad? An eye-tracking study exploring the relationship between AI-personalized content, affective customer experience, and customer behavior, considering the effect of AI attitude.
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2024-07-02
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en
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This study explores the impact of artificial intelligence (AI) in education, aiming to enhance financial well-being by improving financial literacy among students. Specifically, students receiving personalized financial content via an AI avatar are studied, aiming to investigate their experience and their search behavior. Furthermore, the role of AI attitude is investigated.
A one-factor between-subjects experimental design was used with 117 students from Radboud University (NL). Participants were randomly assigned to either personalized or non-personalized content conditions. The experiment was conducted using the Wizard-of-Oz method and an eye-tracker. PLS-SEM was used to gain valuable insights into the proposed hypotheses.
The findings show that AI-personalized content positively affects students’ search behavior. However, there was no evidence for an indirect effect of AI personalization on the students’ search behavior, through the affective customer experience (CX). Nevertheless, a positive effect of CX on customer behavior was found. There was no support for the moderating relationship of AI attitude on the relationship between AI personalization and affective CX, nor on the relationship between AI personalization and search behavior.
The findings show that AI-personalized content in education positively affects student behavior, contributing to the aim of increasing financial well-being.
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Faculteit der Managementwetenschappen