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Consumer Perception of Data Capture by AI Tools
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| 1.89 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Artificial Intelligence has been transforming the way consumers interact with digital products
and services, especially through data capture that allows experiences to be personalized and
preferences to be anticipated. This research sought to analyze how the perception of
consumers is influenced by the collection of data by AI systems, while exploring the role of the
perception of value generated by AI and expectations of transparency in building algorithmic
trust. To this end, an online experimental study was conducted with a between-subjects
questionnaire, in which participants were randomly exposed to two different scenarios - high
versus low data capture - in the context of a streaming platform. The results showed that
although the manipulation was effective in changing perceptions of the volume of data
collected, it had no direct impact on users' trust in AI systems. Only the perception of value
generated by AI proved to be a determining factor in increasing trust, regardless of the amount
of data captured or expectations of transparency. These results suggest that perceived value
plays a central role in consumer attitudes towards algorithmic technologies, more so than the
level of data collection or clarity about this process. This study contributes to understanding
the paradox between personalization and privacy, offering relevant insights for companies
and institutions seeking to balance the effectiveness of their AI systems with building trusting
relationships with users.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Artificial Intelligence Algorithmic Trust Consumer Consumer Perceptions Data Capture Data Transparency Expectations Perceived Value SDG 8 - Decent work and economic growth