13:40-15:20 | Room 703 Saturday Onsite Presentation Session 3

Qualitative/Quantitative Research in any other area of Psychology

Session Chair: Zachary Beckstead

13:40-14:05

69015 | Content Analysis of Augmented Reality in Viral Video Advertising

Ching-Jung

Fang, Ming Chuan University, Taiwan

In the digital era, networking hardware is mature and stable, and various new media have been derived, driving the trend of AR advertising. The advertising industry gradually regards AR as an important communication tool for advertisers to launch marketing campaigns (Craig, 2018). The advertising campaigns combine new AR technology that allows customers to participate in the offline experience directly. In addition, the advertiser can upload videos of AR activities process on social media (such as YouTube). They use secondary information dissemination, and viral marketing to captivate the attention of consumers. However, there are few relevant studies on the advertising design of AR, and this issue is worth exploring. The purpose of this study is to explore the AR video ads for brand marketing. Through content analysis, we will explore the performance of AR video ads with a high number of views, their content information and creative strategies. To understand how the brand affects the viewer's potential psychological cognition, and then generate positive communication, form viral spread, and gain word of mouth and free publicity for the brand. The result can be a reference for the design of AR video ads in the industry and academia.

14:05-14:30

69061 | Liability Rules and Social Efficiency of Artificial Intelligence: From a Behavioral and Empirical Simulation Perspective

Jing-Huey

Shao, National Cheng Kung University, Taiwan

This study is an effort to provide a behavioral analysis and social simulations on the liability rules and their effect on behavior and social efficiency, in the consideration of artificial intelligence (AI). AI can be categorized into weak AI and strong AI, according to the extent of autonomy and capabilities. This study will cover their legal definitions and limitations, with the discussion of self-driving AI as an example, as well as investigating the current autonomous and agency theories, for the purpose of coding AI-related regulations and criteria for systematic analysis.

By utilizing Agent-Based Modeling, this study uses different rules and criteria as variables in the economic analysis and social simulation, such as levels of liability rules, data protection, and AI controllability. Through simulating how agents (including customers and producers) act in different types of jurisdictions, this study is intended to explore how these variables affect the behavior of AI-related parties, and how to achieve better fitness to a particular society or improve efficiency. In addition, this study will also provide a discussion on whether such results can be applied to strong AI, under the consideration of threshold effect, enforcement error, joint and several actions, contract stages, and so on. We aim to explore the aforementioned issues with behavioral and empirical perspectives, and to offer suggestions, in the hope of promoting the advancement of AI, and at the same time, ensuring the general welfare of the public.

14:30-14:55

69265 | Analysis of Key Factors Influencing Consumers’ Choice of AI Customer Service by Using Extended Technology Acceptance Model

Yu-Kai Huang, National Taiwan Ocean University, Taiwan

Chi-Han Huang, National Taiwan Ocean University, Taiwan governments and businesses have started to pay attention to the application of AI technology based on service. There are also many experimental projects for AI customer service in Japanese rail stations. Hence, it is essential to explore the factors which affect people’s intention to take AI customer service and the view of moral decision-making. First, this study proposes an extended model of the Combined Technology Acceptance Model with additional variables to investigate the key factors influencing people to take AI customer service. Then, structural equation modeling is used to explore the structural relationship between latent variables. The valid data were collected through a questionnaire from 313 respondents. The results revealed that the primary path that influences behavioral intention to people taking AI service is perceived trust, which indirectly affects behavioral intention through the attitude toward using. The most critical direct effect on behavioral intention is perceived trust. Through the selected variables, it can assist the management in formulating the policies of an intelligent customer service system.

14:55-15:20

69098 | Answers From the Beyond? Cultural Practices for Predicting the Future

Zachary Beckstead, Brigham Young University-Hawaii, United States

Gatlin Jordan, Brigham Young University-Hawaii, United States

Emily McFadden, Brigham Young University-Hawaii, United States

Mitzi Yanez, Brigham Young University-Hawaii, United States

Sharini Shanmuganathan, Brigham Young University-Hawaii, United States

Alex Song, Brigham Young University-Hawaii, United States

Our everyday and ordinary lives are filled with future-oriented actions where we strive to anticipate and predict the results of our actions. Historically, different cultures have created practices and objects to discern the future. These divinatory practices and objects reveal the goals, fears, and desires of those who use these devices and include card reading (cartomancy) and sacred texts (in Christianity known as Bibliomancy), and recent cultural inventions include the Magic 8 ball and Ouija Board. Through these objects and activities, individuals not only adapt to the world as-it-is, but actively attempt to align the future with their intentions. Our study investigated how we construct objects as potentially predictive of the future and also how some objects are personally constructed as appropriate or inappropriate devices to use to answer human concerns. Our research team had participants (n = 12) interact with three divinatory objects (e.g., the Bible, Magic 8 Ball, and Ouija Board), and respond to a questionnaire assessing their levels of comfort, safety, and belief in the predictive power of the object. Each participant was also asked about their experiences and beliefs about each object to determine how each object is constructed as legitimate or not legitimate. We found that participants were generally comfortable with the Bible and Magic 8 Ball, and not with the Ouija Board. However, we will discuss how cultural background and beliefs, especially in relation to science and meanings of sacredness, were influential variables determining their responses to the task.

15:35-17:15 | Room 703