Consumers’ fraudulent return proclivity and ai adoption: The moderating role of technology familiarity

Abstract

The strong and explosive development of the era of artificial intelligence (AI) has profoundly impacted social life, especially the psychology and ethical behavior of consumers. The research aims to discover the connection between AI adoption and consumers' perceived values, including hedonic and utilitarian values, thereby affecting the dependence on AI, and leading to the intention of consumer fraud. The study uses Dual theory as the basis for analysis. In addition, the study also uses a quantitative method, collecting data from students living in Ho Chi Minh City. 390 valid samples were gathered, and the data were analyzed and verified using PLS-SEM. The findings indicate that AI adoption has an beneficial effect on both hedonic and utilitarian value, leading to dependence on AI, and thereby increasing the tendency of consumer fraud. In addition, technology familiarity functions as a moderate in the link between perceived value and AI dependency. Although the study has certain limitations, it also makes an important contribution to raising ethical awareness for consumers in the age of AI