Author(s)/Creator(s)

Joon Soo LimFollow

ORCID

0000-0003-0519-4169

Document Type

Article

Date

9-2025

Keywords

AI hallucinations, Privacy concerns, Adaptive behavior, Information verification, Privacy protection behavior, Continuance intention

Disciplines

Communication Technology and New Media | Mass Communication

Description/Abstract

Purpose

This study examines two central risks affecting continued use of generative AI (GenAI)—AI hallucinations and privacy concerns—and explores how protective behaviors serve as adaptive mechanisms to mitigate these risks.

Design/methodology/approach

Drawing on Protection Motivation Theory, the study tests a risk-adaptive GenAI use model using survey data from 789 users recruited via a Prolific panel. Structural equation modeling is employed to analyze direct and moderating effects.

Findings

Privacy concerns negatively influence user attitudes while positively predicting both personal and system-level protective behaviors. Hallucination risk is similarly associated with negative attitudes but positively predicts information verification. Notably, only information verification significantly moderates the link between attitude and continuance intention.

Originality

The study extends Protection Motivation Theory to the GenAI context by developing and validating new constructs—hallucination risk and system-level privacy-protective behaviors. It reveals how different types of risk trigger distinct behavioral adaptations, highlighting the dual role of risk as both a deterrent and catalyst in GenAI adoption.

Practical implications

The study offers insights that risk perceptions may not deter continued use of GenAI when users perform risk protective behaviors. By highlighting which protective behaviors enhance continued use, the findings inform risk-mitigation strategies for developers, educators, and regulators.

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

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