Multi-stage impacts of artificial intelligence coaches on consumers’ long-term goal pursuit and its mechanism

Subjects: Management Science >> Enterprise Management submitted time 2023-11-01

Lifang Shu Kui Wang Yueyan Wu Siyun Chen

Abstract： The artificial intelligence (AI) industry has witnessed explosive growth in the fields of education and health, with new service forms, such as AI teachers and coaches, emerging. However, whether an AI coach can help consumers achieve long-term goals, such as learning and fitness, more effectively than a human coach is unclear. This project explores the impacts and mechanisms of AI coaching on consumers’ long-term goal pursuit from the dynamic perspective of goal management combined with unique characteristics such as operational, feedback, and emotional aspects. The study revolves around three stages of consumer goal pursuit. First, in the coach selection stage, we explored the impact of goal setting (short-term vs. long-term) on consumers’ choice of an AI coach (vs. human coach). Second, in the goal promotion stage, we explored the differences in both the performance and mechanisms of an AI coach (vs. human coach) in improving consumers’ capabilities at different skill levels (low vs. high). Third, in the review stage, we explored the asymmetric effects and mechanisms of consumers’ evaluation of an AI coach (vs. human coach) through word-of-mouth. This project makes theoretical and practical contributions to optimizing the design of AI coaching, promoting the pursuit of long-term goals by consumers, and achieving the well-being of AI-enabled consumers.

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