arbiter
JournalsAccount

AI social-appraisal support: effect on adoption intention and value co-creation

Baby Chandra & Zillur Rahman

Marketing Intelligence & Planning2026https://doi.org/10.1108/mip-10-2024-0740article
AJG 1ABDC A
Weight
0.50

Abstract

Purpose This research investigates how AI assistants enhance user adoption intention and value co-creation (VCC) through appraisal support, a form of social support that makes users feel valued and supported, beyond merely receiving information. It explores the psychological and behavioral impacts of AI-driven appraisal support on technology adoption. Design/methodology/approach Across four experimental, scenario-based studies, the research examines how AI-delivered appraisal support influences the adoption of AI services and VCC. It focuses on the mediating role of social cognition, specifically, users’ perceptions of AI warmth and competence. Findings The findings demonstrate that AI-delivered appraisal support significantly increases the adoption intention of AI-facilitated apps (Studies 1 and 2) and enhances value co-creation (Studies 3 and 4). Furthermore, self-efficacy is a key moderator affecting the relationship between social cognition and VCC (Study 5). Practical implications This research provides actionable insights for managers, suggesting the development of user-friendly features that enhance the social dimensions of human-machine interactions. Such features can boost the likelihood of adopting AI services and foster a culture of value co-creation. Originality/value By focusing on appraisal support, this study fills a gap in understanding the social dimensions of AI interactions. It highlights the importance of users feeling involved, cared for and respected in their interactions with AI.

Open via your library →

Cite this paper

https://doi.org/https://doi.org/10.1108/mip-10-2024-0740

Or copy a formatted citation

@article{baby2026,
  title        = {{AI social-appraisal support: effect on adoption intention and value co-creation}},
  author       = {Baby Chandra & Zillur Rahman},
  journal      = {Marketing Intelligence & Planning},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/mip-10-2024-0740},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

AI social-appraisal support: effect on adoption intention and value co-creation

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.