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EMAC 2023 Regional Conference

Artificial Intelligence in the Marketplace: the impact of enjoyment on consumer responses

Published: November 22, 2023


Carla Freitas Silveira Netto, University of Bologna; Simoni Rohden, IPAM Lisbon; Lelis Espartel, IADE - Universidade Europeia


The increased use of AI technologies in brick-and-mortar retail environments raises privacy-related concerns. Despite enhancing the consumption experience, technology may also offer downsides. Through two studies (survey and experiment), we confirmed that the enjoyment associated with the use of technology increases consumers┬┤ willingness to disclose personal data to companies. Risk perceptions and perceived technology autonomy are mechanisms that help explain these results. We contribute to theory, practice, and policymaking by showing that even though enjoyment in consumption is a positive aspect, it might cause undesirable effects that potentially jeopardise consumers' data privacy.