WHEN DATA SECURITY BUILDS TRUST BUT RESTRAINS PURCHASE DECISIONS
DOI:
https://doi.org/10.5281/zenodo.23102957Keywords:
AI-personalized advertising, Consumer trust, Data security, Purchase decision, Security–trust–behavior asymmetryAbstract
Artificial intelligence (AI)-personalized advertising relies on extensive consumer data, making data security a critical factor in shaping trust and purchasing responses. This study examines how perceived data security simultaneously influences consumer trust and purchase decision in AI-personalized advertising on Instagram. Using a quantitative explanatory survey, data were collected from 300 Generation Z Instagram users in Indonesia and analyzed with PLS-SEM using SmartPLS 4. The article focuses on the data-security pathway within the original structural model. The results show that perceived data security is positively associated with consumer trust (β = 0.286, p < 0.001), while consumer trust is positively associated with purchase decision (β = 0.195, p = 0.001). Perceived data security also has a positive indirect association with purchase decision through consumer trust (β = 0.056, p = 0.002). However, its direct association with purchase decision is negative and significant (β = −0.090, p = 0.043). These opposing pathways indicate competitive or inconsistent mediation. The findings suggest a security–trust–behavior asymmetry, showing that favorable security perceptions can strengthen trust without producing an equally positive direct behavioral response.
Downloads
References
Alhitmi, H. K., Mardiah, A., Al-Sulaiti, K. I., & Abbas, J. (2024). Data security and privacy concerns of AI-driven marketing in the context of economics and business field: An exploration into possible solutions. Cogent Business & Management, 11(1), 2393743. https://doi.org/10.1080/23311975.2024.2393743
Alsaffarini, E., & Awwad, B. S. (2026). The Impact of Data Privacy Concerns on Customized Marketing Effectiveness: Evidence from the Jordanian Market. EuroMid Journal of Business and Tech-Innovation (EJBTI), 5(2), 20–32. https://doi.org/10.51325/dt3jr955
An, G. K., & Ngo, T. T. A. (2025). AI-powered personalized advertising and purchase intention in Vietnam’s digital landscape: The role of trust, relevance, and usefulness. Journal of Open Innovation: Technology, Market, and Complexity, 11(3), 100580. https://doi.org/10.1016/j.joitmc.2025.100580
Ardialis, M. B., & Hayani, N. (2023). Pengaruh Kepercayaan, Keamanan, dan Persepsi Resiko terhadap Keputusan Pembelian Online pada Marketplace Lazada. Indonesian Journal of Business Economics and Management, 2(1), 1–8. https://doi.org/10.57152/ijbem.v2i1.470
Belinda, B., & Nofitasari, D. (2025). Peran Artificial Intelligence dalam Digital Marketing dan Dampaknya terhadap Perilaku Konsumen Tahun 2025. Jurnal GICI Jurnal Keuangan Dan Bisnis, 17(1), 100–108. https://doi.org/10.58890/jkb.v17i1.391
Çelik, F., Çam, M. S., & Koseoglu, M. A. (2023). Ad avoidance in the digital context: A systematic literature review and research agenda. International Journal of Consumer Studies, 47(6), 2071–2105. https://doi.org/10.1111/ijcs.12882
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Madane, Y., & Azeroual, M. (2025). Perceived Intrusiveness vs. Relevance: A PLS-SEM Analysis of Personalized Advertising in Morocco. Digital, 5(4), 63. https://doi.org/10.3390/digital5040063
Nusir, O. M., Che Wel, C. A., & Ab Hamid, S. N. (2026). When AI conversations become advertising data: Algorithmic trust, privacy calculus, and purchase intention in GenAI-personalized social commerce. Journal of Theoretical and Applied Electronic Commerce Research, 21, 197. https://doi.org/10.3390/jtaer21070197
Segijn, C. M., Kim, E., Sifaoui, A., & Boerman, S. C. (2023). When you realize that big brother is watching: How informing consumers affects synced advertising effectiveness. Journal of Marketing Communications, 29(4), 317–338. https://doi.org/10.1080/13527266.2021.2020149
Segijn, C. M., Kim, E., & van Ooijen, I. (2024). The Role of Perceived Surveillance and Privacy Cynicism in Effects of Multiple Synced Advertising Exposures on Brand Attitude. Journal of Current Issues and Research in Advertising, 45(4), 506–522. https://doi.org/10.1080/10641734.2024.2318711
Segijn, C. M., & Strycharz, J. (2025). Transparency, Awareness, and Privacy Cynicism: Exploring Appropriate Dataveillance for Personalized Advertising Through Qualitative Interviews. Journal of Interactive Advertising, 25(3), 272–284. https://doi.org/10.1080/15252019.2025.2546338
Shin, D. (2021). The effects of explainability and causability on perception, trust, and acceptance: Implications for explainable AI. International Journal of Human-Computer Studies, 146, 102551. https://doi.org/10.1016/j.ijhcs.2020.102551
Stubenvoll, M., Binder, A., Noetzel, S., Hirsch, M., & Matthes, J. (2024). Living is easy with eyes closed: Avoidance of targeted political advertising in response to privacy concerns, perceived personalization, and overload. Communication Research, 51(2), 203–227. https://doi.org/10.1177/00936502221130840
Sun, H., Xie, P., & Sun, Y. (2025). The inverted U-shaped effect of personalization on consumer attitudes in AI-generated ads: Striking the right balance between utility and threat. Journal of Advertising Research, 65(2), 237–258. https://doi.org/10.1080/00218499.2025.2462405
Yildirim, N., & Gündüzyeli, B. (2026). The personalization–privacy paradox in AI-driven programmatic advertising: Implications for digital marketing sustainability. Journal of Theoretical and Applied Electronic Commerce Research, 21, 179. https://doi.org/10.3390/jtaer21060179
Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257
