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Open AccessArticle

Clusters of Skeptical Consumers Based on Technology and AI Acceptance, Perception of Social Media Information and Celebrity Trend Setter

1
Department for Business Administration, In Foreign Languages (UNESCO Chair), Bucharest University of Economic Studies, 010371 Bucharest, Romania
2
Doctoral School in Business Administration, Bucharest University of Economic Studies, 010371 Bucharest, Romania
*
Author to whom correspondence should be addressed.
Academic Editors: Dan-Cristian Dabija, Cristinel Vasiliu and Rebeka-Anna Pop
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1231-1247; https://doi.org/10.3390/jtaer16050069
Received: 20 March 2021 / Revised: 2 April 2021 / Accepted: 6 April 2021 / Published: 9 April 2021
The present consumer is surrounded every day by a huge amount of data and information and is confronted with the need to process the received information. Based on the existing content and the development of user generated content and fake news, consumers develop more and more a skeptical opinion regarding existing media information. In this paper we determine four clusters of consumers based on technology and artificial intelligence (AI) acceptance, skeptical opinion regarding media information, need for validation of received information and the influence of celebrity trend setters. For each of the clusters, we analyze the relationship between the skeptical opinion of consumers related to social media information and some present trends about the development of technologies and AI, the influence of celebrity trend setters and the need to check the received information. The results of the research show that the development of technologies and AI have an influence on the skeptical opinion related to media information for some consumer groups. The celebrity trend setter has a significant influence on the skeptical opinion only for one of the consumer groups. The need for information and news validation is related to the skeptical opinion regarding media information, but in different ways for the determined clusters. View Full-Text
Keywords: artificial intelligence; media information; social media; celebrity endorsement; fake news; skeptical opinion; trust artificial intelligence; media information; social media; celebrity endorsement; fake news; skeptical opinion; trust
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MDPI and ACS Style

Pelau, C.; Pop, M.-I.; Ene, I.; Lazar, L. Clusters of Skeptical Consumers Based on Technology and AI Acceptance, Perception of Social Media Information and Celebrity Trend Setter. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1231-1247. https://doi.org/10.3390/jtaer16050069

AMA Style

Pelau C, Pop M-I, Ene I, Lazar L. Clusters of Skeptical Consumers Based on Technology and AI Acceptance, Perception of Social Media Information and Celebrity Trend Setter. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1231-1247. https://doi.org/10.3390/jtaer16050069

Chicago/Turabian Style

Pelau, Corina; Pop, Mihai-Ionut; Ene, Irina; Lazar, Laura. 2021. "Clusters of Skeptical Consumers Based on Technology and AI Acceptance, Perception of Social Media Information and Celebrity Trend Setter" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1231-1247. https://doi.org/10.3390/jtaer16050069

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