Autonomous technology in the marketplace

Rohden, Simoni F.; Netto, Carla Freitas Silveira; Espartel, Lélis Balestrin

http://hdl.handle.net/10362/181324

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Autores

Rohden, Simoni F.

Netto, Carla Freitas Silveira

Espartel, Lélis Balestrin

Resumo(s)

The implementation of AI technologies in smart retailing raises privacy concerns due to their reliance on consumer data. This study examines how technology enjoyment influences consumers' willingness to share personal information and investigates the role of perceived autonomy of technology and psychological needs in shaping enjoyment. Through a survey and two single-factor experiments (n = 809) manipulating different smart retailing technologies (e.g., interactive kiosks, mobile apps, and robots), we confirm that technology enjoyment increases consumers' willingness to disclose personal data. Risk perceptions and perceived technology autonomy help explain these findings. Moreover, perceived competence associated with the use of technology positively influences how much consumers enjoy the experience. Our research underscores the pivotal role of enjoyment in mitigating risk perceptions and driving self-disclosure behavior in physical retail settings. We emphasize the importance for marketers and policymakers to recognize the potential unintended consequences of enjoyable technological experiences on consumer privacy. By focusing on enjoyment's buffering effect on risk perceptions and its correlation with technology autonomy, we enhance our understanding of consumer behavior in smart retail environments.

Descrição

Rohden, S. F., Netto, C. F. S., & Espartel, L. B. (2025). Autonomous technology in the marketplace: The impact of enjoyment on consumer responses. Computers in Human Behavior, 168, 1-17. Article 108647. https://doi.org/10.1016/j.chb.2025.108647 --- %ABS2% --- This work was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project UIDB/04152/2020 (DOI: 10.54499/UIDB/04152/2020) - Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.

Palavras-chave

enjoyment autonomous technology data disclosure risk perception smart retail Arts and Humanities (miscellaneous) Human-Computer Interaction General Psychology SDG 9 - Industry, Innovation, and Infrastructure SDG 16 - Peace, Justice and Strong Institutions SDG 12 - Responsible Consumption and Production