Impact of Privacy Concerns on Consumer Acceptance of Artificial Intelligence in Online Shopping

▤ Abstract

Purpose: This study aims to examine the impact of privacy concerns on consumer acceptance of Artificial Intelligence (AI) in online shopping. It further investigates the relationship between privacy concerns, trust in AI systems, and consumers’ intention to use AI-powered shopping services. Design/Methodology/Approach: The study adopts a quantitative research approach using a structured questionnaire. Data are collected from online shoppers through convenience sampling, and statistical techniques such as descriptive analysis, correlation, and regression analysis are employed to evaluate the relationships among privacy concerns, trust, consumer acceptance, and intention to use AI-enabled shopping services. Findings: The findings indicate that privacy concerns significantly influence consumer acceptance of AI in online shopping. Higher levels of privacy concern reduce consumers’ trust and willingness to adopt AI-powered services, while trust positively affects their intention to use AI-enabled shopping platforms. Practical Implications: The study suggests that online retailers should strengthen data privacy measures, improve transparency regarding data usage, and implement secure AI practices to enhance consumer trust and encourage greater acceptance of AI-driven shopping services. Originality/Value: This study contributes to the existing literature by specifically examining privacy concerns as a key determinant of AI acceptance in online shopping. It provides valuable insights into the role of trust in mitigating privacy-related issues and promoting the adoption of AI technologies in e-commerce.

♙ Authors (2)

• BB Bhumika B. Contributing author
• VS Dr. V. Sampathkumari Contributing author