IDEAS home Printed from https://ideas.repec.org/p/zbw/itsb24/302478.html
   My bibliography  Save this paper

How Do Individuals' Risk Perception and Cognitive Factors Influence Their Intention to Misuse AI in Video Production?

Author

Listed:
  • Oh, Ryeong
  • Kim, Seongcheol

Abstract

Misusing AI in video production, such as creating deepfakes, leads to significant social losses and crimes. While individual users are exposed to losses and crimes, little research examines the factors influencing their intention to misuse AI in video production. To fill the gap, this study aims to identify the key factors influencing individuals' intention to misuse AI and their resistance to AI. An online survey was conducted in June 2023, and data was collected from 400 respondents in Korea. The analysis of mediation has substantiated the impact of perceived risk on the misuse of AI voices as well as the favorability towards AI humans to resistance. In addition, this study successfully established the mediating effects of attitudes and subjective norms on the relationships between risk perception, favorability, misuse, and resistance. This study revealed that to reduce intentions of misuse, it is imperative to enhance the perception of risk and cultivate negative attitudes toward the misuse of AI. Notably, this study also identified variations in these effects across different modalities. Furthermore, it emphasizes the importance of improving humans' perceptions of risk to artificial intelligence to address the potential for misuse.

Suggested Citation

  • Oh, Ryeong & Kim, Seongcheol, 2024. "How Do Individuals' Risk Perception and Cognitive Factors Influence Their Intention to Misuse AI in Video Production?," 24th ITS Biennial Conference, Seoul 2024. New bottles for new wine: digital transformation demands new policies and strategies 302478, International Telecommunications Society (ITS).
    • Handle: RePEc:zbw:itsb24:302478
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    References listed on IDEAS

    as
    1. Marine Cambefort & Elyette Roux, 2019. "A typology of the perceived risks in the context of consumer brand resistance," Post-Print hal-03513383, HAL.
    2. Anol Bhattacherjee & Neset Hikmet, 2007. "Physicians' resistance toward healthcare information technology: a theoretical model and empirical test," European Journal of Information Systems, Taylor & Francis Journals, vol. 16(6), pages 725-737, December.
    3. Wynne W. Chin & Barbara L. Marcolin & Peter R. Newsted, 2003. "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study," Information Systems Research, INFORMS, vol. 14(2), pages 189-217, June.
    4. Marine Cambefort & Elyette Roux, 2019. "A typology of the perceived risks in the context of consumer brand resistance," Post-Print hal-02492718, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Khalifa, Dina & Shukla, Paurav, 2021. "When luxury brand rejection causes brand dilution," Journal of Business Research, Elsevier, vol. 129(C), pages 110-121.
    2. Liao, Junyun & Chen, Jiawen & Zhao, Haichuan & Li, Muhua, 2023. "Fanning the flames: Transmitting negative word of mouth of rival brands," Journal of Business Research, Elsevier, vol. 154(C).
    3. Swapan Deep Arora, 2024. "Consumer proactive empowerment: A systematic review and taxonomy development," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 104-121, June.
    4. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    5. Minh T. H. Le, 2023. "Does brand love lead to brand addiction?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 57-68, March.
    6. Brendan Chukwuemeka Ezeudoka & Mingyue Fan, 2024. "Exploring the impact of digital distrust on user resistance to e-health services among older adults: the moderating effect of anticipated regret," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-19, December.
    7. Valor, Carmen & Antonetti, Paolo & Zasuwa, Grzegorz, 2022. "Corporate social irresponsibility and consumer punishment: A systematic review and research agenda," Journal of Business Research, Elsevier, vol. 144(C), pages 1218-1233.
    8. Hazem Ali & Ting Chen & Yunhong Hao, 2021. "Sustainable Manufacturing Practices, Competitive Capabilities, and Sustainable Performance: Moderating Role of Environmental Regulations," Sustainability, MDPI, vol. 13(18), pages 1-19, September.
    9. Claudio Vitari & Elisabetta Raguseo, 2016. "Digital data, dynamic capability and financial performance: an empirical investigation in the era of Big Data," Post-Print halshs-01923271, HAL.
    10. Mario Silic & Andrea Back, 2016. "The Influence of Risk Factors in Decision-Making Process for Open Source Software Adoption," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 15(01), pages 151-185, January.
    11. Gupta, Prashant & Seetharaman, A. & Raj, John Rudolph, 2013. "The usage and adoption of cloud computing by small and medium businesses," International Journal of Information Management, Elsevier, vol. 33(5), pages 861-874.
    12. Asif Khan & Chih-Cheng Chen & Kwanrat Suanpong & Athapol Ruangkanjanases & Santhaya Kittikowit & Shih-Chih Chen, 2021. "The Impact of CSR on Sustainable Innovation Ambidexterity: The Mediating Role of Sustainable Supply Chain Management and Second-Order Social Capital," Sustainability, MDPI, vol. 13(21), pages 1-25, November.
    13. Teller, Christoph & Kotzab, Herbert & Grant, David B., 2012. "The relevance of shopper logistics for consumers of store-based retail formats," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 59-66.
    14. Mehwish Iftikhar & Muhammad Imran Qureshi & Shazia Qayyum & Iram Fatima & Sriyanto Sriyanto & Yasinta Indrianti & Aqeel Khan & Leo-Paul Dana, 2021. "Impact of Multifaceted Workplace Bullying on the Relationships between Technology Usage, Organisational Climate and Employee Physical and Emotional Health," IJERPH, MDPI, vol. 18(6), pages 1-19, March.
    15. M Ashraf Al Haq & Norazlina Abd Wahab & Md. Mahmudul Alam, 2021. "Understanding The Impact Of Institutional Factors On Asnaf Sustainability: A Pls-Sem Approach," Journal of Islamic Monetary Economics and Finance, Bank Indonesia, vol. 7(4), pages 759-790, November.
    16. Osama Sohaib & Kyeong Kang & Mohammad Nurunnabi, 2018. "Gender-Based iTrust in E-Commerce: The Moderating Role of Cognitive Innovativeness," Sustainability, MDPI, vol. 11(1), pages 1-16, December.
    17. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    18. Maggie Chuoyan Dong & Yulin Fang & Detmar W. Straub, 2017. "The Impact of Institutional Distance on the Joint Performance of Collaborating Firms: The Role of Adaptive Interorganizational Systems," Information Systems Research, INFORMS, vol. 28(2), pages 309-331, June.
    19. Al-Baraa Abdulrahman Al-Mekhlafi & Idris Othman & Ahmed Farouk Kineber & Ahmad A. Mousa & Ahmad M. A. Zamil, 2022. "Modeling the Impact of Massive Open Online Courses (MOOC) Implementation Factors on Continuance Intention of Students: PLS-SEM Approach," Sustainability, MDPI, vol. 14(9), pages 1-15, April.
    20. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 0. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.

    More about this item

    Keywords

    AI misuse; disinformation; AI video production; deepfakes;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:itsb24:302478. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: http://www.itsworld.org/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.