Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance?

Ioku, Tomohiro; Song, Jaehyun; Watamura, Eiichiro

doi:https://doi.org/10.1177/20539517241290217

Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance?

Ioku, Tomohiro; Song, Jaehyun; Watamura, Eiichiro

Big Data and Society, 2024, 11(4)

アクセス数:267件（2025-07-05 00:24 集計）

固定URL: https://hdl.handle.net/11094/98559

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タイトル	Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance?
著者	researchmap permalink iokutomohiro iokutomohiro 著者名 Ioku, Tomohiro
	NRID 1000070822617 1000070822617 著者名 Song, Jaehyun
	NRID 1000050732989 1000050732989 researchmap permalink watamuraeiichiro watamuraeiichiro Scopus Author ID 55246852800 55246852800 著者名 Watamura, Eiichiro
キーワード等	artificial intelligence
	conjoint analysis
	locus of control
	social justice
	sustainability
	Transparency
内容	Ioku T., Song J., Watamura E. Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance?. Big Data and Society 11, (2024); https://doi.org/10.1177/20539517241290217.
抄録	As artificial intelligence (AI) becomes more integrated into society, concerns have arisen about unintended biases in AI-driven decision-making and the environmental impact of AI technology development. AI assistants such as Siri and Alexa, while helpful, can obscure decision-making and contribute to increased energy use and CO2 emissions. The present study explores whether consumers prioritize transparency and environmental sustainability over performance when choosing AI assistants with conjoint designs. Japanese participants were presented with different AI assistant profiles, varying in performance quality, transparency, cost, and environmental efficiency. The results revealed that Japanese participants prioritized transparency over performance when choosing AI assistants, but they prioritized performance over environmental sustainability. Moreover, future-oriented participants placed more importance on sustainability than those with a present orientation, while participants with an internal locus of control valued transparency more than those with an external locus of control. The findings of this study enhance our understanding of how consumers choose AI options and offer valuable guidance for creating AI systems and communication strategies that work effectively.
出版者	SAGE Publications Ltd
収録物名	Big Data and Society
巻(号)	11(4)
刊行年月	2024-12-01
言語	英語
ハンドルURL	https://hdl.handle.net/11094/98559
eISSN	20539517
関連情報 (isIdenticalTo)	DOI (出版社版) https://doi.org/10.1177/20539517241290217
アクセス権	open access
権利情報	This article is licensed under a Creative Commons Attribution 4.0 International License.
出版タイプ	Version of Record
カテゴリ	学術雑誌論文 Journal Article

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資源タイプ	学術雑誌論文
ローカル資源タイプ	学術雑誌論文
DCTERMS.bibliographicCitation	Big Data and Society. 2024, 11(4)
DC.title	Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance?
DC.creator	Ioku, Tomohiro
	Song, Jaehyun
	Watamura, Eiichiro
DC.publisher	SAGE Publications Ltd
DC.language' scheme='DCTERMS.RFC1766	英語
DCTERMS.issued' scheme='DCTERMS.W3CDTF	2024-12-01
DC.identifier	https://doi.org/10.1177/20539517241290217
DC.subject	artificial intelligence
	conjoint analysis
	locus of control
	social justice
	sustainability
	Transparency
DC.description	Ioku T., Song J., Watamura E. Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance?. Big Data and Society 11, (2024); https://doi.org/10.1177/20539517241290217.
DCTERMS.abstract	As artificial intelligence (AI) becomes more integrated into society, concerns have arisen about unintended biases in AI-driven decision-making and the environmental impact of AI technology development. AI assistants such as Siri and Alexa, while helpful, can obscure decision-making and contribute to increased energy use and CO2 emissions. The present study explores whether consumers prioritize transparency and environmental sustainability over performance when choosing AI assistants with conjoint designs. Japanese participants were presented with different AI assistant profiles, varying in performance quality, transparency, cost, and environmental efficiency. The results revealed that Japanese participants prioritized transparency over performance when choosing AI assistants, but they prioritized performance over environmental sustainability. Moreover, future-oriented participants placed more importance on sustainability than those with a present orientation, while participants with an internal locus of control valued transparency more than those with an external locus of control. The findings of this study enhance our understanding of how consumers choose AI options and offer valuable guidance for creating AI systems and communication strategies that work effectively.
DC.rights	This article is licensed under a Creative Commons Attribution 4.0 International License.
DC.format	98559
citation_title	Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance?
citation_author	Ioku, Tomohiro
	Song, Jaehyun
	Watamura, Eiichiro
citation_publisher	SAGE Publications Ltd
citation_language	英語
citation_date	2024-12-01
citation_journal_title	Big Data and Society
citation_volume	11
citation_issue	4
citation_doi	https://doi.org/10.1177/20539517241290217
citation_public_url	https://hdl.handle.net/11094/98559