Fostering social media user intentions: AI-enabled privacy and intrusiveness concerns

Abstract

Purpose: This paper aims to empirically examine the impact of psychological factors (i.e. privacy and intrusiveness concerns) on user intentions regarding artificial intelligence (AI)-enabled social commerce applications at their core through perceived usefulness. The theoretical model is supported by the theory of planned behaviour (TPB). Design/methodology/approach: Data was gathered from 488 social media users in Saudi Arabia. Findings: Privacy concerns significantly affect perceived usefulness. Furthermore, the link between privacy concerns and behavioural intentions was mediated by perceived usefulness. Research limitations/implications: Business leaders should raise users’ awareness about the effectiveness of AI-powered tools that can influence their behavioural intentions. Furthermore, managers must be aware of the regulations that protect user privacy, track online activity and offer secure communication channels. Originality/value: This paper expands on TPB by bridging the theoretical and practical divide. It further develops a theoretical framework for practitioners to better understand customers’ physiological aspects of using AI-powered social commerce platforms.