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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 Rana, Yogesh Dwivedi

Spanish Journal of Marketing - ESIC, Volume: 27, Issue: 1

Swansea University Author: Yogesh Dwivedi

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DOI (Published version): 10.1108/sjme-10-2022-0213

Abstract

PurposeThis 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 in...

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Published in: Spanish Journal of Marketing - ESIC
ISSN: 2444-9709 2444-9709
Published: Emerald 2023
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URI: https://cronfa.swan.ac.uk/Record/cronfa62049
first_indexed 2022-11-25T15:31:28Z
last_indexed 2024-11-14T12:20:14Z
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spelling 2023-06-12T16:59:21.1065565 v2 62049 2022-11-25 How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research d154596e71b99ad1285563c8fdd373d7 Yogesh Dwivedi Yogesh Dwivedi true false 2022-11-25 PurposeThis 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/approachThis 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.FindingsThis paper develops a conceptual model based on and presents seven research propositions (RPs) for future research.Originality/valueBuilding 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. Journal Article Spanish Journal of Marketing - ESIC 27 1 Emerald 2444-9709 2444-9709 Anthropomorphism, Artificial intelligence (AI), Conversational agent, Information disclosure, Privacy calculus theory, Privacy-personalisation paradox 13 1 2023 2023-01-13 10.1108/sjme-10-2022-0213 COLLEGE NANME COLLEGE CODE Swansea University Another institution paid the OA fee 2023-06-12T16:59:21.1065565 2022-11-25T15:28:58.2581815 Faculty of Humanities and Social Sciences School of Management - Business Management Bianca Kronemann 1 Hatice Kizgin 2 Nripendra Rana 3 Yogesh Dwivedi 4 62049__26394__010adaf16f554e00a2745157ae36a103.pdf 62049_VoR.pdf 2023-01-25T11:14:24.0573810 Output 378122 application/pdf Version of Record true This article is published under the Creative Commons Attribution (CC BY 4.0) licence true eng http://creativecommons.org/licences/by/4.0/legalcode
title How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research
spellingShingle How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research
Yogesh Dwivedi
title_short How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research
title_full How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research
title_fullStr How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research
title_full_unstemmed How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research
title_sort How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Bianca Kronemann
Hatice Kizgin
Nripendra Rana
Yogesh Dwivedi
format Journal article
container_title Spanish Journal of Marketing - ESIC
container_volume 27
container_issue 1
publishDate 2023
institution Swansea University
issn 2444-9709
2444-9709
doi_str_mv 10.1108/sjme-10-2022-0213
publisher Emerald
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description PurposeThis 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/approachThis 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.FindingsThis paper develops a conceptual model based on and presents seven research propositions (RPs) for future research.Originality/valueBuilding 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.
published_date 2023-01-13T20:17:53Z
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score 11.04748

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