Collective or Personal Self: Artificial Intelligence Adoption in Public Versus Private Contexts (WITHDRAWN)

Even as artificial intelligence (AI) revolutionizes society in various contexts, the ways in which contextual differences, such as public versus private contexts that offer varying openness, might define AI technology adoption remain unclear. With a conceptual framework based on multiple selves, this study addresses whether and how the influence of self-related factors on technology adoption varies across contexts. Collectivism (collective self) and privacy concerns (personal self) both should inform AI adoption, because consumer behavioral decisions reflect motivations derived from multiple selves. Collectivism has a stronger effect in public spheres while privacy concerns take a more imperative role in private settings. Perceived regulatory effectiveness moderate the impact of collectivism in both contexts, and perceived personalization heightens the negative effects of privacy concerns, consistent with the personalization-privacy paradox. A counterintuitive result also indicates that peers’ negative experiences do not affect collectivists’ technology adoption, potentially due to alternative behavioral references for collectivists or the type of peer influence. These findings help explain technology adoption in the digital era and suggest some contextual interventions that can increase customer AI adoption.