The double-edged sword of artificial intelligence in social commerce: how convenience, AI-enabled deception risk, and anti-fraud safeguards shape vulnerability, trust, and purchase intention
DOI:
https://doi.org/10.26740/bisma.v19n1.p1-27Keywords:
algorithmic persuasion, digital consumer protection, institutional assurance, platform governance, threat appraisalAbstract
The rapid growth of AI-enabled social commerce creates both functional benefits and emerging risks for consumers, making it important to understand how AI-related perceptions are associated with purchase intention. This study examines the relationships among perceived AI convenience, AI-enabled deception risk, perceived platform anti-fraud safeguards, perceived vulnerability to AI fraud, customer trust, and purchase intention. Using a quantitative explanatory design, data were collected from 720 Indonesian social commerce users through non-probability purposive and snowball sampling and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings show that perceived AI convenience and perceived platform anti-fraud safeguards were associated with lower perceived vulnerability to AI fraud, stronger customer trust, and higher purchase intention. In contrast, AI-enabled deception risk was associated with greater perceived vulnerability, weaker customer trust, and lower purchase intention. Significant indirect relationships were also observed through perceived vulnerability to AI fraud and customer trust, supporting their roles as two distinct parallel psychological mechanisms linking AI-related perceptions with purchase intention. The study contributes to digital-commerce research by integrating AI-enabled convenience, deception risk, and institutional safeguards within a unified risk-trust framework and by distinguishing consumers’ personal vulnerability from confidence in the platform. Practically, social commerce platforms should combine AI-enabled convenience with visible anti-fraud safeguards, transparent AI practices, effective reporting mechanisms, and trust-building strategies to support more secure and confident consumer decision-making.
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Copyright (c) 2026 Valentino Aris, Idayanti Nursyamsi, Arini Lestari Aris, Muhammad Ashdaq
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