A mixed-methods investigation of the factors affecting the use of facial recognition as a threatening AI application

Abstract

Purpose

Artificial intelligence (AI) applications pose a potential threat to users' data security and privacy due to their high data-dependence nature. This paper aims to investigate an understudied issue in the literature, namely, how users perceive the threat of and decide to use a threatening AI application. In particular, it examines the influencing factors and the mechanisms that affect an individual’s behavioral intention to use facial recognition, a threatening AI.

Design/methodology/approach

The authors develop a research model with trust as the key mediating variable by integrating technology threat avoidance theory, the theory of planned behavior and contextual factors related to facial recognition. Then, it is tested through a sequential mixed-methods investigation, including a qualitative study (for model development) of online comments from various platforms and a quantitative study (for model validation) using field survey data.

Findings

Perceived threat (triggered by perceived susceptibility and severity) and perceived avoidability (promoted by perceived effectiveness, perceived cost and self-efficacy) have negative and positive relationships, respectively, with an individual’s attitude toward facial recognition applications; these relationships are partially mediated by trust. In addition, perceived avoidability is positively related to perceived behavioral control, which along with attitude and subjective norm is positively related to individuals' intentions to use facial recognition applications.

Originality/value

This paper is among the first to examine the factors that affect the acceptance of threatening AI applications and how. The research findings extend the current literature by providing rich and novel insights into the important roles of perceived threat, perceived avoidability, and trust in affecting an individual’s attitude and intention regarding using threatening AI applications.