Volume 1 Number 1 2023
Advancing Consumer Behaviour Through Al: A Data-Driven Perspective on Online Scam Prevention and Trust Building
Fahim Rahman1*, Sonia Nashid2, Ispita Jahan3, Ariful Islam4, Sonia Khan Papia5, Al Akhir4
Business and Social Sciences 1 (1) 1-8 https://doi.org/10.25163/business.1110375
Submitted: 01 September 2023 Revised: 10 November 2023 Published: 12 November 2023
Abstract
Background: The escalating use of online transactions has created significant challenges regarding consumer protection together with risk supervision and digital platform trust. The application of Artificial Intelligence functions as a robust system which delivers consumer data analytics while recognizing irregularities and builds trust through preemptive digital threat prevention. Methods: The research obtains data through a survey of 115 United States participants who include online shoppers and digital banking customers as well as e-service users. A structured questionnaire collected data which assessed how participants viewed AI-based protection tools and their trust toward digital platforms and their perspectives on risk management methods. Researchers evaluated the collected responses through descriptive statistics and performed comparative analysis between different demographic segments. Results: Research demonstrates that 78 % of participants believe AI stands as a vital element for internet security. The research data reveals that younger internet users between 18 and 34 years old exhibit higher trust levels toward AI security protocols than older generations. AI-based authentication systems including biometric verification lead 65 % of respondents to trust online platforms more. Conclusion: The research revealed that 42 % of participants showed concerns about their personal information being mishandled because of insufficient transparency and data privacy protection measures. Digital risk prevention and consumer trust in online spaces receive growing influence from AI technologies. The survey shows most participants understand the benefits of AI-based online security yet privacy concerns remain critical to address immediately.
Keywords: Artificial Intelligence, Consumer Insights, Online Scam, Trust Building, Scam Prevention
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