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ISSN : 1229-8778
Artificial intelligence automation technology, which is emerging as the core technology of the 4th industrial revolution, has been applied to replace human in various fields such as cyber security, healthcare, and commerce. While such an automated system positively affects human welfare, it has recently been mentioned that it can infringe upon the autonomy of human self-determination and selection and cause psychological reactance. This study was designed to investigate the influence of threat of individual’s choice freedom by artificial intelligence on user evaluation and the mediating role of psychological reactance. Also, the moderating role of source credibility in the relationship between perceived psychological reactance and user evaluation of artificial intelligence was examined. The results from 108 participants provided evidence that (a) threat of choice freedom negatively influence on perceived psychological reactance, (b) perceived psychological reactance negatively influence on user evaluation of artificial intelligence, (c) perceived psychological reactance partially mediated the relationship between threat of choice freedom and user evaluation, (d) source credibility moderated the relationship between threat of choice freedom and perceived psychological reactance and (e) the mediation effect of psychological reactance was moderated by source credibility. Based on these findings, theoretical and practical implication were presented and limitations with direction for future research were discussed.
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