Date of Award

Spring 2023

Document Type


Degree Name

Doctor of Business Administration (DBA)

Committee Chair

Robert Riggle


Artificial intelligence is changing the way consumers search for information and purchase items and, thus, how people behave across generations. Due to the nature of this cutting-edge technology, organizations are investigating how much to wisely invest, but the artificial intelligence offerings are outpacing the research. Academic scholars and marketing professionals have issued timely prompts for additional studies to supplement the existing literature, which is limited. This research provides insights into privacy concerns surrounding the data collection of artificial intelligence and whether people feel exploited or served by it. Across two articles, surveys were deployed and collected to provide quantitative data that explains consumer behavior, first by considering the generation an individual belongs to and whether that alone is a determinant of feelings associated with artificial intelligence data capture interactions. Second, in a deeper dive, a Technology Readiness Index score was assessed and then compared to various scales, which once again examined privacy concerns with artificial intelligence data collection, perceived threats with online data housing, and the perceived severity of these actions. Patterns of behavior were detected through Structural Equation Modeling analysis. Findings showed that older generations do in fact feel heightened senses of exploitation with artificial intelligence data capture compared to younger generations. The data also revealed that an individual’s Technology Readiness Index score directly relates to whether they feel more exploited or served by artificial intelligence data capture.

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License

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