When AI Replies to Complaints: How Differences in Large Language Models Shape Consumers’ Perceptions of Fairness and Brand Trust

li Sou; Sijing Yang; Man Lok Lam; Christina Wong

When AI Replies to Complaints: How Differences in Large Language Models Shape Consumers’ Perceptions of Fairness and Brand Trust

li Sou
, Sijing Yang
, Man Lok Lam
, Christina Wong

Research output: Unpublished conference presentation (presented paper, abstract, poster) › Conference presentation (not published in journal/proceeding/book) › Academic research › peer-review

Original language	English
Publication status	Published - 2026
Event	The 27th International Conference on Electronic Commerce - Seoul, Korea, Republic of Duration: 27 May 2026 → 29 May 2026

Conference

Conference	The 27th International Conference on Electronic Commerce
Country/Territory	Korea, Republic of
City	Seoul
Period	27/05/26 → 29/05/26

Cite this

@conference{ef9daa95505f4f17999a5638ef0e461a,

title = "When AI Replies to Complaints: How Differences in Large Language Models Shape Consumers{\textquoteright} Perceptions of Fairness and Brand Trust",

author = "li Sou and Sijing Yang and Lam, \{Man Lok\} and Christina Wong",

year = "2026",

language = "English",

note = "The 27th International Conference on Electronic Commerce ; Conference date: 27-05-2026 Through 29-05-2026",

}

When AI Replies to Complaints: How Differences in Large Language Models Shape Consumers’ Perceptions of Fairness and Brand Trust. / Sou, li; Yang, Sijing; Lam, Man Lok et al.
2026. Paper presented at The 27th International Conference on Electronic Commerce , Seoul, Korea, Republic of.

Research output: Unpublished conference presentation (presented paper, abstract, poster) › Conference presentation (not published in journal/proceeding/book) › Academic research › peer-review

TY - CONF

T1 - When AI Replies to Complaints: How Differences in Large Language Models Shape Consumers’ Perceptions of Fairness and Brand Trust

AU - Sou, li

AU - Yang, Sijing

AU - Lam, Man Lok

AU - Wong, Christina

PY - 2026

Y1 - 2026

M3 - Conference presentation (not published in journal/proceeding/book)

T2 - The 27th International Conference on Electronic Commerce

Y2 - 27 May 2026 through 29 May 2026

ER -