Publication
The impact of digital literacy and privacy concerns on online behavior when AI is involved
| Summary: | With digital transformation and the rise of e-commerce, it is crucial to study online consumer behavior, especially when considering technologies like Artificial Intelligence (AI). Thus, this study intends to develop and validate an online behavior conceptual model that investigates the effects of both digital literacy and privacy concerns on online purchase intention when AI is used in e-commerce. The model is empirically tested resorting to partial least squares structural equation modeling (PLS-SEM), being based on an online questionnaire with 163 Portuguese participants. The results confirmed the acceptance of most of the proposed hypotheses and explained 48% of the variation in attitude and 60% of the variation in purchase intention. This study’s contributions will allow companies, policymakers and individuals to understand the impact of digital literacy and privacy concerns on consumer purchase intention. |
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| Main Authors: | Castro, Margarida Castanho Plácido |
| Subject: | Digital Literacy Privacy concerns E-commerce Artificial Intelligence Online purchasing behavior SDG 3 - Good health and well-being SDG 4 - Quality education SDG 9 - Industry, innovation and infrastructure SDG 10 - Reduced inequalities |
| Year: | 2023 |
| Country: | Portugal |
| Document type: | master thesis |
| Access type: | embargoed access |
| Associated institution: | Universidade Nova de Lisboa |
| Language: | English |
| Origin: | Repositório Institucional da UNL |
| Summary: | With digital transformation and the rise of e-commerce, it is crucial to study online consumer behavior, especially when considering technologies like Artificial Intelligence (AI). Thus, this study intends to develop and validate an online behavior conceptual model that investigates the effects of both digital literacy and privacy concerns on online purchase intention when AI is used in e-commerce. The model is empirically tested resorting to partial least squares structural equation modeling (PLS-SEM), being based on an online questionnaire with 163 Portuguese participants. The results confirmed the acceptance of most of the proposed hypotheses and explained 48% of the variation in attitude and 60% of the variation in purchase intention. This study’s contributions will allow companies, policymakers and individuals to understand the impact of digital literacy and privacy concerns on consumer purchase intention. |
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