Purpose The purpose of the study is to explain the perceived benefits and perceived privacy concerns of AI’s effects on willingness to disclose personal information to AI while explaining the moderating effect of perceived knowledge of AI. Design/methodology/approach With the explanatory purpose in mind was firstly a deductive approach of research applied. The researchers further applied a quantitative approach of research in the form of a questionnaire. A total number of 193 responses of the questionnaire was validly collected. Furthermore, 10 hypotheses were conducted in order to investigate the relationships within research. Findings The findings are that perceived knowledge of AI does not have a positive moderating effect on any of the perceived benefits of AI nor perceived concerns of AI effectiveness on willingness to disclose personal information to AI. The findings also show that perceived privacy concerns of AI have a negative effect on willingness to disclose personal information to AI. Perceived personalization benefits, perceived health benefits and perceived financial benefits of AI have a positive effect on willingness to disclose personal information to AI. Research contributions/limitations The research contributes to current research by highlighting the importance of context in regard to privacy calculus in order to improve on the model’s ability to explain variations. The research is limited by its data being skewed towards younger people and thus the study is representative of a younger Swedish sample. Practical implications The research shows that it is important for both businesses and policy makers to take into consideration that individuals possess a higher perceived privacy concern of AI in comparison to the benefits when it comes to disclosing personal information to AI. Highlighting the importance of educating individuals in how AI actually function, as it is implied that the benefits are valued but it does not make individuals more willing to disclose personal information to AI. Originality/value The originality of the study is that it makes use of the context of AI in relation to the privacy calculus, which has not been done before. Additionally, incorporating specific benefits as opposed to explaining the general perception of AI benefits, the study is able to explain more specifically how different benefits of AI affect individual’s willingness to disclose personal information to AI.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-103914 |
| Date | January 2021 |
| Creators | Benda, Tim, Lind, Vincent |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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