TOWARD A THRESHOLD MODEL OF CONSUMER AUTONOMY FOR HUMAN-SMART SYSTEM INTERACTIONS: A QUALITATIVE STUDY
TOWARD A THRESHOLD MODEL OF CONSUMER AUTONOMY FOR HUMAN-SMART SYSTEM INTERACTIONS: A QUALITATIVE STUDY

Summary/Abstract: As a consequence of digitalization, several consumer products and services are already functioning as artificial intelligence empowered systems, such as virtual assistants, smart homes and other Internet-of-Things services. These intelligent systems are gradually obtaining agency, autonomy and authority by which can have complex interactions with their environment. In the interaction between these systems and their human consumers the question of the need for consumer autonomy also arises. This research assesses the possible factors determining consumer autonomy, and decision mechanisms influencing the need for more or less individual autonomy in the consumers’ interactions with an intelligent system. Qualitative methodology is used based on the multistage interpretation of six in-depth clinical interviews. Results seem to confirm some facilitating and inhibiting factors of the need for consumer autonomy. The main result consists of the evidence regarding the presence of continuous evaluation and decision-making mechanism of consumers about their need for autonomy in the interaction with an intelligent system.

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