Frontiers in psychology · 2026
A double-edged impact of AI literacy on consumers' willingness to use AI-powered products: a parallel mediation model of perceived AI risk and perceived social good.
СтатьяНазвание и аннотация: Перевод пока не подготовлен
Обработка статьи · этапы, ошибки и управление
Загрузка состояния…
Ошибки и ограничения
История · было → стало
Состояние обновляется каждые 5 секунд, пока блок открыт. Процент показывается только там, где известен объём работы. Пауза останавливает продолжение этапа; текущий запрос к источнику может завершиться.
Na Yuxiang, Liu Shiqiang, Yan Xin
Аннотация
INTRODUCTION: The widespread adoption of artificial intelligence technologies has driven sustained growth in consumer demand for AI-powered products. However, the role of AI literacy as a key determinant of consumers' willingness to use such products remains subject to conflicting conclusions regarding its underlying mechanisms.
METHODS: This study compared medical and conversational scenarios, constructing a parallel mediation model based on the Value-based Adoption Model. This model featured perceived AI risk and perceived social good as two opposing mediators, exploring the influence mechanism of AI literacy on consumers' willingness to use AI-powered products.
RESULTS: Our survey of 441 consumers showed that higher AI literacy significantly increases consumers' willingness to use chat-based AI and medical AI. Perceived social good and perceived AI risk mediated the relationship between AI literacy and willingness to use chat-based AI. The positive mediating effect of perceived social good (b = 0.32, 95% CI [0.19, 0.45]) was stronger than the negative mediating effect of perceived AI risk (b = -0.03, 95% CI [-0.07, -0.003]). Perceived AI risk mediated the relationship between AI literacy and consumers' willingness to use medical AI (b = -0.08, 95% CI [-0.16, -0.01]), while the mediating effect of perceived social good was not significant (b = 0.04, 95% CI [-0.11, 0.17]).
DISCUSSION: This study revealed a dual-path mediation mechanism through which AI literacy influences consumers' willingness to use AI-powered products, as well as its cross-scenario heterogeneity, which not only explained the inconsistent findings in prior research but also provided practical insights for scenario-based deployment of AI-powered products and the cultivation of consumer AI literacy.
METHODS: This study compared medical and conversational scenarios, constructing a parallel mediation model based on the Value-based Adoption Model. This model featured perceived AI risk and perceived social good as two opposing mediators, exploring the influence mechanism of AI literacy on consumers' willingness to use AI-powered products.
RESULTS: Our survey of 441 consumers showed that higher AI literacy significantly increases consumers' willingness to use chat-based AI and medical AI. Perceived social good and perceived AI risk mediated the relationship between AI literacy and willingness to use chat-based AI. The positive mediating effect of perceived social good (b = 0.32, 95% CI [0.19, 0.45]) was stronger than the negative mediating effect of perceived AI risk (b = -0.03, 95% CI [-0.07, -0.003]). Perceived AI risk mediated the relationship between AI literacy and consumers' willingness to use medical AI (b = -0.08, 95% CI [-0.16, -0.01]), while the mediating effect of perceived social good was not significant (b = 0.04, 95% CI [-0.11, 0.17]).
DISCUSSION: This study revealed a dual-path mediation mechanism through which AI literacy influences consumers' willingness to use AI-powered products, as well as its cross-scenario heterogeneity, which not only explained the inconsistent findings in prior research but also provided practical insights for scenario-based deployment of AI-powered products and the cultivation of consumer AI literacy.