Ai vs. Humans: the Impact of Different Conversation Agents on Privacy perception and Privacy Disclosure

Developed by the artificial intelligence (AI) technology, AI conversation agents have been applied in more and more services in e-commerce contexts. Consumers presently interact with AI conversation agents and human agents for pre-purchase consulting service, which might influence their perceptions and attitudes toward privacy. Drawing upon communication privacy management theory, this study investigates how different conversation agents take effects on consumers’ perception of privacy concern and perceived benefits (informational support and emotional support), which in turn, influence consumers’ intention to disclose in e-commerce contexts. The expected scenario-based online survey will help to collect the data and analyze the research hypotheses. This study advances current theoretical knowledge in AI conversation agents and related privacy issues in e-commerce contexts. Also, we conclude the potential implications in practice.

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