人工智慧工具在日常生活中日漸普及，過往有關人工智慧工具的研究多著眼於消費者對其觀感與態度，對於消費者使用人工智慧工具後續行為至今仍無相關探討。由於人工智慧工具能提昇生產力感知和成本效益，本研究認為，使用人工智慧工具可以激發消費者自我感知科技精通感，提升現代性物質主義思維，此思維關注物質的使用價值和工具性，可能將會進而提高後續平價替代品的購買意圖。研究一顯示，智慧家居房產刊登較多的美國州份，與在谷歌上搜尋平價替代品的熱度呈正相關；研究二和三以實驗設計進行。實驗二發現在人工智慧工具使用情境下，激發自我感知的科技精通感，從而提高現代性物質主義思維，進一步提升消費者對後續平價替代品的購買意圖。實驗三發現，在不同的目標設定下(創意 vs. 生產力)之下，人工智慧工具激發的自我感知科技精通感在創意目標下被消弱，也降低對後續平價替代品的購買意圖。本研究透過探討使用人工智慧工具對激發自我感知的科技精通感，再促進現代性物質主義價值，並驅動仿平價替代品購買意圖的影響，帶來了新穎且重要的貢獻。研究的局限性和意義也在討論範圍中。

Artificial Intelligence (AI)-based tools have become prevalent in consumers’ daily lives. Prior research has focused on consumer perceptions or attitudes toward AI. However, the effects of AI usage on consumer subsequent behaviors remain largely unexplored. AI-based tools create a perception of enhanced productivity and cost-effectiveness. This research proposes that, when compared with the use of conventional software, the use of AI-based tools can prime perceived tech-savviness, trigger the materialistic mindset in modernity characterized by instrumentality rationality, and then increase dupe consumption. Empirical and experimental studies are conducted. Study 1 shows the positive relationship between smart home listing at the state level in the USA and Google Trend search interest for dupes. Study 2 demonstrates that priming an AI use context affects subsequent purchase intention for dupes. Perceived tech-savviness and materialistic mindset in modernity are found as the sequential underlying mechanisms, which can spill over to influence subsequent decision making in an unrelated domain. In Study 3, goal type (productivity vs. creativity) is examined as the boundary condition. Compared to those pursuing a productivity goal, individuals pursuing a creativity goal exhibit lower perceived tech-savviness, a less materialistic mindset in modernity, and weaker purchase intention for dupes. The findings offer theoretical contributions to literature on consumer AI usage behavior. Practical implications for managers and consumers, and well-being is also provided.

Table of Contents

論文審定書 i
摘要 ii
Abstract iii
Table of Contents iv
Chapter 1 Introduction 1
1.1 Preamble 1
1.2 Research Background 1
1.3 Research Motivation 5
1.4 Research Objectives and Questions 7
1.5 Research Procedures 8
Chapter 2 Literature Review 10
2.1 Preamble 10
2.2 Impacts of Artificial Intelligence on Consumer Behavior 10
2.3 Dupe Consumption 20
2.4 Tech-Savviness 26
2.5 Materialistic Mindset in Modernity 28
2.6 Types of Goals Setting 30
2.7 Mindset Spillover Effect 32
2.8 Chapter Summary 32
Chapter 3 Research Methodology 33
3.1 Preamble 33
3.2 Hypotheses and Research Framework 33
3.3 Overview of Studies 36
3.4 Pilot Study 37
3.5 Chapter Summary 41
Chapter 4 Study 1: AI and Dupes 42
4.1 Preamble 42
4.2 Research Setting and Data 42
4.3 Variables and Models 43
4.4 Results 49
4.5 Discussion of Study 1 49
Chapter 5 Study 2: Use of ChatGPT and Purchase Intention for Dupes 51
5.1 Preamble 51
5.2 Method 51
5.3 Results 56
5.4 Discussion of Study 2 60
Chapter 6 Study 3: Goal Type as Boundary Condition 61
6.1 Preamble 61
6.2 Method 61
6.3 Results 66
6.4 Discussion of Study 3 72
Chapter 7 General Discussion 73
7.1 Preamble 73
7.2 Findings 73
7.3 Theoretical Contributions 74
7.4 Practical Implications 76
7.5 Limitations and Directions for Future Research 76
7.6 Conclusion 80
References 81
Appendix A The Pilot Study 93
Appendix B Study 2 (AI-based Tool Condition) 96
Appendix C Study 2 (Conventional Computer Tool Condition) 102
Appendix D Study 3 (AI-based Tool x Creativity Goal) 108
Appendix E Study 3 (Conventional Computer Tool x Productivity Goal) 114

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