Cited by 8AI in Service InteractionsTechnology Adoption and User BehaviourDigital Marketing and Social Media

Consumer Acceptance of High-Autonomy AI Assistants Is Driven by Perceived Benefits in Online Shopping Settings Characterized by Scarcity

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Frank, Darius‐Aurel, Folwarczny, Michał, Otterbring, Tobias·2026·Psychology & Marketing

Abstract

Across one behavioral field experiment and four controlled online experiments with almost 2000 US and UK shoppers, the current research investigates the role of perceived benefits in driving consumer acceptance of highly autonomous artificial intelligence (AI), while also examining whether contextual factors, such as scarcity, influence this relationship. A Google Ads campaign revealed higher click‐through rates for high‐autonomy (vs. low‐autonomy) AI shopping assistants (Study 1). Scarcity amplified the perceived advantages of high‐autonomy AI (Studies 2A‐3B), whereas perceived benefits emerged as a central driver of adoption intentions of highly autonomous AI in scarcity‐related contexts (Studies 3A‐B). These findings replicate across study designs, settings, and outcomes, leveraging a novel contribution to the literature by shifting the focus from consumers’ personal sense of power to perceived benefits as pivotal drivers of AI acceptance. Managerially, the results suggest that firms can boost adoption of high‐autonomy AI by emphasizing benefits, particularly experiential ones, in marketing communications efforts of AI systems, especially in settings characterized by scarcity.

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Crossref · 10.1002/mar.70074

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  • The utility chain dominates: quality/usefulness leads to attitude/satisfaction, which leads to intention.

    “Utility chain dominates: quality/usefulness → at-titude/satisfaction → intention.”

    From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [41]

    The Discussion (§10.3; page unavailable) says experiential benefits, not functional benefits, are the central driver of high-autonomy AI adoption under scarcity. The Main Analyses (§10.2.2; page unavailable) likewise report a significant indirect effect through experiential benefits but not functional benefits. The paper does not establish the claimed quality/usefulness → attitude/satisfaction → intention chain. (LLM, conf=0.89)

    Checked by a reasoning model — may be wrong.

    Experimental — accuracy not yet measured
  • Elevated AI autonomy engenders a sense of powerlessness that hinders adoption.

    “[40,41] demonstrate that elevated AI autonomy engenders a sense of powerlessness that hinders adoption”

    From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [41]

    Section 2 (page unavailable) reports that high AI autonomy reduced online shoppers’ adoption intentions through a diminished personal sense of power. But it identifies this as a finding of Frank and Otterbring (2024), not a demonstration by the cited 2026 paper, and notes that the mediation was not significant under scarcity. The unqualified claim omits that condition. (LLM, conf=0.84)

    Experimental — accuracy not yet measured
  • Scarcity-autonomy framing can heighten clickthrough rates.

    “heightened clickthrough rates under scarcity-autonomy framing [41]”

    From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [41]

    Study 1 Results (§6.2; page unavailable) report higher click-through for high-autonomy than low-autonomy AI ads (6.02% versus 3.41%). But Study 1 did not manipulate scarcity; the scarcity experiments examined preferences for AI assistants rather than click-through rates. The paper therefore does not establish heightened click-through rates specifically under scarcity-autonomy framing. (LLM, conf=0.88)

    Experimental — accuracy not yet measured
  • Behavioral outcomes such as conversion, click-through, repurchase, and GMV are less common but provide stronger external validity.

    “Behavioral outcomes (like conversion, click-through, repurchase, and GMV) are less common but provide stronger external validity (e.g., [10,41,55]).”

    From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [41]

    The Results (section 6.2; page unavailable) use click-through rate as a behavioral outcome, and the Method (section 6.1; page unavailable) describes the ad campaign as a realistic test prioritizing ecological validity. The paper does not establish that behavioral outcomes are less common, or address conversion, repurchase, or GMV as outcomes; it also cautions in Limitations (section 11.3; page unavailable) that click-through rates may not capture long-term behavior. (LLM, conf=0.86)

    Experimental — accuracy not yet measured
  • True agentic execution (placing an order and paying for it) is still rare and mostly limited to scenario manipulations rather than embedded transaction observation.

    “In the same way, true agentic execution (placing an order and paying for it) is still rare and mostly limited to scenario manipulations rather than embedded transaction observation [40,41].”

    From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [41]

    The Methods for Studies 2A and 2B describe imagined shopping scenarios in which an AI could make purchases, not observed orders or payments. Study 1 measured ad clicks, and Limitations and Future Research (section 11.3; page unavailable) calls for future studies that track actual purchase behavior. This supports the distinction between simulated execution and observed transactions in this paper, but does not establish that observed agentic transactions are rare across the wider literature. (LLM, conf=0.84)

    Experimental — accuracy not yet measured

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Authors
Frank, D., Folwarczny, M., & Otterbring, T.
Affiliations
  • Aarhus University (DK)
  • Ollscoil na Gaillimhe – University of Galway (IE)
  • University of Agder (NO)
Corresponding author
Frank, Darius‐Aurel
Venue
Psychology & Marketing
Publisher
Wiley
Published
2025-10-28
Volume
43
Issue
3
Pages
538-555
ISSN
  • 0742-6046 (ISSN-L)
  • 1520-6793
OpenAlex
W4415641095
Cited by
8
References
6
Citations by year
2026: 7 · 2025: 1
FWCI
3.21
Type
journal article
Language
en
Open access
Locations
Psychology and Marketing (publishedVersion, cc-by-nc)
Topics
  • Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Keywords
consumer acceptance, perceived benefits, scarcity, online shopping, adoption intention, experiential benefits, consumer power

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