Customers' online shopping intention by watching AI-based deepfake advertisements
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 15 September 2022
Issue publication date: 2 January 2023
Abstract
Purpose
The purpose of this study was to investigate the online shopping intention of customers by watching artificial intelligence (AI)–based deepfake video advertisements using media richness (MR) theory and Information Manipulation Theory 2 (IMT2).
Design/methodology/approach
A conceptual model was developed to understand customers' online shopping intention by watching deepfake videos. A quantitative survey was conducted among the 1,180 customers using a structured questionnaire to test the conceptual model, and data were analyzed with partial least squares structural equation modeling.
Findings
The outcome of this research provides the antecedents of the online shopping intention of customers after watching AI-based deepfake videos. These antecedents are MR, information manipulation tactics, personalization and perceived trust. Perceived deception negatively influences customers' online shopping intention, and cognitive load has no effect. It also elucidates the manipulation tactics used by the managers to develop AI-based deepfake videos.
Practical implications
The distinctive model that emerged is insightful for senior executives and managers in the e-commerce and retailing industry to understand the influence of AI-based deepfake videos. This provides the antecedents of online shopping intention due to deepfakes, which are helpful for designers, marketing managers and developers.
Originality/value
The authors amalgamate the MR and IMT2 theory to understand the online shopping intention of the customers after watching AI-based deepfake videos. This work is a pioneer in examining the effect of AI-based deepfakes on the online shopping intention of customers by providing a framework that is empirically validated.
Keywords
Acknowledgements
Expression of Concern: The publisher of the International Journal of Retail & Distribution Management is issuing an Expression of Concern for the following article by Brijesh Sivathanu, Rajasshrie Pillai, Bhimaraya Metri (2022), “‘Customers’ online shopping intention by watching AI-based deepfake advertisements”, published in the International Journal of Retail & Distribution Management, Vol. 51 No. 1, pp. 124-145, https://doi.org/10.1108/IJRDM-12-2021-0583, to inform readers that concerns have been raised regarding the originality of this article and its similarities to another study by Brijesh Sivathanu, Rajasshrie Pillai (2022), “The effect of deepfake video advertisements on the hotel booking intention of tourists”, published in the Journal of Hospitality and Tourism Insights, Vol. 6 No. 5, pp. 1669-1687, https://doi.org/10.1108/JHTI-03-2022-009. The authors would like it to be noted that they are not in agreement with this Expression of Concern.
Citation
Sivathanu, B., Pillai, R. and Metri, B. (2023), "Customers' online shopping intention by watching AI-based deepfake advertisements", International Journal of Retail & Distribution Management, Vol. 51 No. 1, pp. 124-145. https://doi.org/10.1108/IJRDM-12-2021-0583
Publisher
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited