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

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.