How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research

Bianca Kronemann, Hatice Kizgin*, Nripendra P. Rana, Yogesh Dwivedi

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

7 Citations (Scopus)
308 Downloads (Pure)

Abstract

Purpose – This paper aims to explore the overall research question “How can artificial intelligence (AI) influence consumer information disclosure?”. It considers how anthropomorphism of AI, personalisation and privacy concerns influence consumers’ attitudes and encourage disclosure of their private information.
Design/methodology/approach – This research draws upon the personalisation-privacy paradox (PPP) and privacy calculus theory (PCT) to address the research question and examine how AI can influence consumer information disclosure. It is proposed that anthropomorphism of AI and personalisation positively influence consumer attitudes and intentions to disclose personal information to a digital assistant, while privacy concerns negatively affect attitude and information
disclosure.
Findings – This paper develops a conceptual model based on and presents seven research propositions (RPs) for future research.
Originality/value – Building upon PPP and PCT, this paper presents a view on the benefits and drawbacks of AI from a consumer perspective. This paper contributes to literature by critically reflecting upon on the question how consumer information disclosure is influenced by AI. In addition,seven RPs and future research areas are outlined in relation to privacy and consumer information
disclosure in relation to AI.
Original languageEnglish
Pages (from-to)2-19
Number of pages18
JournalSpanish Journal of Marketing - ESIC
Volume27
Issue number1
Early online date13 Jan 2023
DOIs
Publication statusPublished - 19 Apr 2023

Keywords

  • UT-Gold-D

Fingerprint

Dive into the research topics of 'How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research'. Together they form a unique fingerprint.

Cite this