Consumer Acceptance of High-Autonomy AI Assistants Is Driven by Perceived Benefits in Online Shopping Settings Characterized by Scarcity
Open accessAbstract
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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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 measuredElevated 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 measuredScarcity-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 measuredBehavioral 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 measuredTrue 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
Panels are often not random samples, and the range of topics they cover can be very limited, such as one product category, one platform, or a few task types.
“Panels are often not random samples, and the range of topics they cover can be very limited (for example, just one product category, one platform, or a few types of tasks) [7,8,41].”
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 Limitations and Future Research section (11.3; page unavailable) explicitly says the studies were confined to online shopping and a narrow set of utilitarian electronic products, supporting the limited-topic example. The Method section (7.1; page unavailable) says participants were recruited through Prolific, but the copy does not establish that panels are often nonrandom samples. It also does not establish a general pattern of studies limited to one platform or a few task types. (LLM, conf=0.86)
Experimental — accuracy not yet measuredExperimental research frequently substantiates causal assertions when randomization is evident and manipulation checks are documented, but limitations endure, including scenario-based autonomy, restricted domains, and intention-laden outcomes.
“Table 11 demonstrates that experimental research frequently substantiates causal assertions when randomization is evident and manipulation checks are documented; nonetheless, limitations endure, characterized by scenario-based autonomy, restricted domains, and intention-laden outcomes [40,41,46].”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [41]
Split into 2 atoms — 0 confirmed, 2 partially supported, 0 disputed, 0 misattributed, 0 unverifiable. Expand the claim to see per-atom verdicts.
Experimental — accuracy not yet measuredAutonomy effects are contingent upon context especially regarding urgency and scarcity, and may not extend to routine shopping without education, safeguards, and trust recalibration.
“The mapped evidence suggests that autonomy effects are contingent upon contextespecially regarding urgency and scarcity-and may not extend to routine shopping without education, safeguards, and trust recalibration [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 Theoretical Contribution (§11.1) says consumers are more willing to delegate decisions to high-autonomy AI under scarcity, while the Practical Implications (§11.2) say such assistants can be expected to underperform in routine shopping. The paper discusses transparency safeguards, but it does not establish that education, safeguards, and trust recalibration are needed for autonomy effects to extend to routine shopping. (LLM, conf=0.86)
Experimental — accuracy not yet measuredIn many studies, conversion is proxied via self-reported ordering/behavioral intention rather than verified execution.
“In many studies,”
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 Method (section 9.1) measures adoption through self-reported intentions, and Limitations and Future Research (section 11.3) says the study relies on short-term proxies and calls for research tracking actual purchases. The paper does not establish that this is true of many studies, and it does not report self-reported ordering as an outcome; its field experiment also measured actual ad clicks (section 6.2). (LLM, conf=0.84)
Experimental — accuracy not yet measuredObserved conversion/purchase behavior is positive when friction drops or recommendations fit, but not universal.
“Positive when fric-tion drops or rec-ommendations fit, but not universal”
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 (§6.2) report higher ad click-through for the high-autonomy AI assistant, and the Limitations (§11.3) say the adoption benefit is confined to scarcity settings, supporting a positive but non-universal response. The paper does not establish observed conversions or purchases caused by reduced friction or better-fitting recommendations; §11.3 explicitly calls for future studies tracking actual purchase behavior. (LLM, conf=0.86)
Experimental — accuracy not yet measuredBehavioral lift appears when systems reduce friction (latency/steps) or improve option fit (recommendation relevance).
“Behavioral lift appears when systems reduce fric-havioral intention rather than verified execution. tion (latency/steps) or improve option fit (recom-mendation relevance).”
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 4 suggests that fast, efficient decisions can make high-autonomy AI appealing in scarcity-related shopping, and Section 2 reports that preference-matched recommendations are associated with greater satisfaction than mismatched ones. But the paper does not show behavioral lift from reduced latency or fewer steps, or from improved recommendation relevance. Its own results (Section 10.2.2) identify experiential benefits—not functional benefits—as the significant pathway to adoption under scarcity. (LLM, conf=0.83)
Experimental — accuracy not yet measuredPurchase intention/adoption intention is mostly positive via utility/trust, but can decrease under high autonomy.
“Mostly positive via utility/trust, but can decrease under high autonomy”
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 Main Analyses (§9.2.2; page unavailable) find a positive indirect effect on AI adoption intentions through perceived benefits under scarcity, but not under regular shopping conditions. The Abstract (page unavailable) reports lower willingness to use a high-autonomy assistant than a low-autonomy one. The paper does not establish trust as the pathway, and its context-dependent findings do not support calling the effect mostly positive. (LLM, conf=0.88)
Experimental — accuracy not yet measuredTask and contextual pressures influence autonomy responses: scarcity and time constraints can diminish the negative autonomy-to-powerlessness trajectory, rendering elevated autonomy more acceptable in urgent situations.
“Second, task and contextual pressures influence autonomy responses: scarcity and time constraints can diminish the negative autonomy-to-powerlessness trajectory, rendering elevated autonomy more acceptable in urgent situations [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]
Higher autonomy becomes more acceptable in high-urgency situations because speed and assistance become more valuable in comparison to autonomy concerns.
“This makes higher autonomy more acceptable because speed and assistance become more valuable in comparison to autonomy concerns [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]
Within scarcity or urgency framing, users demonstrate a greater willingness to embrace higher autonomy, as the perceived value of speed and assistance escalates while the autonomy to powerlessness mechanism diminishes.
“The mapped evidence reveals a contextual override regime that mitigates the negative autonomy pathway: within scarcity or urgency framing, users demonstrate a greater willingness to embrace higher autonomy, as the perceived value of speed and assistance escalates while the autonomy → powerlessness mechanism diminishes [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]
High-autonomy cues can reduce intention via powerlessness/threat-to-freedom, unless urgency/scarcity raises benefit salience and attenuates resistance.
“High-autonomy cues can reduce intention via powerless-raises benefit salience and attenuates resistance. ness/threat-to-freedom, unless urgency/scarcity”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [41]
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Sorted by citations
Balaskas, S. (2026) · Information · doi:10.3390/info17030222 · Cited by 8 · see citing works
- 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
- hybrid
- doi.org
- Licence
- 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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