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

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2023-01-13 DOI:10.1108/sjme-10-2022-0213

Bianca Kronemann, Hatice Kizgin, N. Rana, Yogesh K. Dwivedi

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引用次数: 3

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.

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人工智能如何鼓励消费者分享他们的秘密?拟人化、个性化和隐私问题的作用以及未来研究的途径

本文旨在探讨“人工智能(AI)如何影响消费者信息披露”这一整体研究问题。它考虑了人工智能的拟人化、个性化和隐私问题如何影响消费者的态度，并鼓励他们披露私人信息。本研究利用个性化-隐私悖论(PPP)和隐私演算理论(PCT)来解决研究问题，并研究人工智能如何影响消费者信息披露。人工智能的拟人化和个性化积极影响消费者向数字助理披露个人信息的态度和意图，而隐私问题消极影响态度和信息披露。本文在此基础上建立了一个概念模型，并提出了未来研究的七个研究命题(rp)。原创性/价值本文以PPP和PCT为基础，从消费者的角度阐述了人工智能的利弊。本文通过批判性地反思消费者信息披露如何受到人工智能影响的问题，为文献做出了贡献。此外，还概述了与人工智能相关的隐私和消费者信息披露相关的七个rp和未来的研究领域。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.