Table 2. Areas for future research and... | Emerald Publishing

Table 2.

Areas for future research and potential research questions

Area for future research	Potential research questions
Personalisation-privacy paradox	• How much personalisation is acceptable before it becomes too intrusive? • What variables (e.g. gender, age, culture) affect an individual’s acceptance level of personalisation? • Does personalisation influence privacy concerns?
Privacy regulations and legislation, e.g. GDPR	• How does legislation to protect privacy affect consumers’ information disclosure? • What effect does the introduction of legislation such as GDPR have on consumers’ privacy evaluations? • Are consumers aware of regulation to protect their privacy?
The “dark” side of AI invading privacy	• How can AI encourage consumers to share their data against their intentions? • Can AI elicit information consumers are only subconsciously aware of?
Complimentary AI technology (e.g. Siri as digital assistant) vs purchased AI technology (e.g. Amazon Echo)	• How does consumer attitudes and use differ for complimentary AI technology vs purchased AI technology? • Do consumers perceive AI as invading their privacy?

Area for future research	Potential research questions
Personalisation-privacy paradox	• How much personalisation is acceptable before it becomes too intrusive?• What variables (e.g. gender, age, culture) affect an individual’s acceptance level of personalisation?• Does personalisation influence privacy concerns?
Privacy regulations and legislation, e.g. GDPR	• How does legislation to protect privacy affect consumers’ information disclosure?• What effect does the introduction of legislation such as GDPR have on consumers’ privacy evaluations?• Are consumers aware of regulation to protect their privacy?
The “dark” side of AI invading privacy	• How can AI encourage consumers to share their data against their intentions?• Can AI elicit information consumers are only subconsciously aware of?
Complimentary AI technology (e.g. Siri as digital assistant) vs purchased AI technology (e.g. Amazon Echo)	• How does consumer attitudes and use differ for complimentary AI technology vs purchased AI technology?• Do consumers perceive AI as invading their privacy?