Consumer Over‐Dependency on AI and Decision Autonomy: A Mixed‐Method Approach on Vietnamese Consumers

ABSTRACT This study examines the relationship between consumer over‐dependency on artificial intelligence (AI) and decision autonomy, specifically focusing on the implications for consumer satisfaction in the Vietnamese context. This research is motivated by the increasing integration of AI into daily consumer activities, which raises concerns regarding potential erosion of autonomy and dissatisfaction. Employing a mixed‐method approach, this study combined quantitative surveys and qualitative interviews with 305 Vietnamese consumers active on e‐commerce platforms. Quantitative data were analyzed using partial least squares structural equation modeling (PLS‐SEM), and thematic analysis was used for qualitative data. Key findings revealed a significant negative impact of AI dependency on decision autonomy and decision‐making satisfaction. Trust significantly enhanced AI dependency; however, its moderating effect on the relationship between dependency and satisfaction was marginally insignificant. Perceived risk negatively influences consumer satisfaction, particularly concerning privacy and transparency issues. Qualitative insights further supported these findings, illustrating consumer apprehension regarding autonomy loss, conditional trust dynamics, and context‐dependent satisfaction. These findings have significant theoretical and practical implications. This study advances Self‐Determination Theory by confirming the critical role of autonomy in technology‐driven interactions in non‐Western contexts. This study provides valuable insights into balancing technological innovation with consumer autonomy, emphasizing responsible AI deployment to promote consumer trust and satisfaction.