Influence of Customer Perceived Value on Customer Satisfaction: The Mediating Role of Self-AI Connection

Artificial intelligence, applied to product interaction design, has changed the traditional interaction between people and products. Consumers will continue to build, strengthen, and express themselves in the process of human-computer interaction. This process has a complex mechanism of action and will affect consumers’ product perception and evaluation. From the perspective of users, this study used experimental methods to explore the positive impact of customers’ perceived value (functional value, hedonic value and social value) of AI products on customer satisfaction, and verified the mediating role of self-artificial intelligence connection in this relationship. In addition, this study verified whether the degree of self-artificial intelligence connection would be affected with or without AI products providing personalized services. Specifically, providing personalized services will have a significant positive impact on self-AI connection. However, the interaction between perceived value and personalized services will have a significant negative impact on self-AI connection.