Re-Evaluating Trust and Privacy Concerns When Purchasing a Mobile App: Re-calibrating for the Increasing Role of Artificial Intelligence

Zarifis, A.; Fu, S. Re-Evaluating Trust and Privacy Concerns When Purchasing a Mobile App: Re-calibrating for the Increasing Role of Artificial Intelligence. Digital 2023, 3, 286–299. https://doi.org/ 10.3390/digital3040018

14 Pages Posted: 13 Nov 2023

See all articles by Alex Zarifis

Alex Zarifis

University of Southampton; University of Cambridge - Cambridge Judge Business School

Shixuan Fu

University of International Business and Economics (UIBE)

Date Written: October 15, 2023

Abstract

Mobile apps utilize the features of a mobile device to offer an ever-growing range of functionalities. This vast choice of functionalities are usually available for a small fee, or for free. These apps access the user’s personal data utilizing both the sensors on the device, and big data from several sources. Nowadays, Artificial Intelligence (AI) is enhancing the ability to utilize more data and gain deeper insight. This increase in access and utilization of personal information offers benefits but also challenges to trust. Using questionnaire data from Germany, this research explores the role of trust from the consumer’s perspective when purchasing mobile apps with enhanced AI. Models of trust from e-commerce are adapted to this specific context. A model is proposed and explored with quantitative methods. Structural Equation Modeling enables the relatively complex model to be tested and supported. Propensity to trust, institution-based trust, perceived sensitivity of personal information, and trust in the mobile app are found to impact the intention to use the mobile app with enhanced AI.

Keywords: trust, information privacy, artificial intelligence, mobile commerce, mobile apps, big data

JEL Classification: M00, M1, M10, M15

Suggested Citation

Zarifis, Alex and Fu, Shixuan, Re-Evaluating Trust and Privacy Concerns When Purchasing a Mobile App: Re-calibrating for the Increasing Role of Artificial Intelligence (October 15, 2023). Zarifis, A.; Fu, S. Re-Evaluating Trust and Privacy Concerns When Purchasing a Mobile App: Re-calibrating for the Increasing Role of Artificial Intelligence. Digital 2023, 3, 286–299. https://doi.org/ 10.3390/digital3040018, Available at SSRN: https://ssrn.com/abstract=4602925

Alex Zarifis (Contact Author)

University of Southampton ( email )

Southampton Business School
Southampton
United Kingdom

University of Cambridge - Cambridge Judge Business School ( email )

Trumpington St.
Cambridge, CB21AG
United Kingdom

Shixuan Fu

University of International Business and Economics (UIBE) ( email )

10, Huixin Dongjie
Changyang District
Beijing, Beijing 100029
China

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