When Do Customers Perceive Artificial Intelligence as Fair? An Assessment of AI-based B2C E-Commerce

Weith, H.; Matt, C. (2022). When Do Customers Perceive Artificial Intelligence as Fair? An Assessment of AI-based B2C E-Commerce. In: Hawaii International Conference on System Sciences.

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Artificial intelligence (AI) enables new opportunities for business-to-consumer (B2C) e-commerce services, but it can also lead to customer dissatisfaction if customers perceive the implemented service not to be fair. While we have a broad understanding of the concept of fair AI, a concrete assessment of fair AI from a customer-centric perspective is lacking. Based on systemic service fairness, we conducted 20 in-depth semi-structured customer interviews in the context of B2C e-commerce services. We identified 19 AI fairness rules along four interrelated fairness dimensions: procedural, distributive, interpersonal, and informational. By providing a comprehensive set of AI fairness rules, our research contributes to the information systems (IS) literature on fair AI, service design, and human-computer interaction. Practitioners can leverage these rules for the development and configuration of AI-based B2C e-commerce services.

Item Type:

Conference or Workshop Item (Paper)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems > Information Management
03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems

UniBE Contributor:

Weith, Helena Victoria Katharina, Matt, Christian

Subjects:

000 Computer science, knowledge & systems
300 Social sciences, sociology & anthropology
300 Social sciences, sociology & anthropology > 330 Economics
600 Technology > 650 Management & public relations

Language:

English

Submitter:

Yves Roulin

Date Deposited:

04 Oct 2021 14:26

Last Modified:

06 Feb 2024 14:59

BORIS DOI:

10.48350/159654

URI:

https://boris.unibe.ch/id/eprint/159654

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