Surveillance, Suggestion, and Sabotage: Understanding Consumer Pushback Against AI in E‐Commerce and Q‐Commerce (opens in new tab)

ABSTRACT This research explored the psychological and behavioral resistance of consumers toward AI-enabled personalization in the contexts of e-commerce and quick commerce (Q-commerce). Though advanced AI technologies offer benefits such as efficiency and convenience, consumers report concerns about emotional manipulation, information overload, and diminished consumer autonomy. Using the Technology Threat Avoidance Theory (TTAT) and the Stimulus–Organism–Behavior–Consequence (SOBC) model, we ...