ArticleFrontiers in psychology2026
A double-edged impact of AI literacy on consumers' willingness to use AI-powered products: a parallel mediation model of perceived AI risk and perceived social good.
Article in Frontiers in psychology, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
Introduction: The widespread adoption of artificial intelligence technologies has driven sustained growth in consumer demand for AI-powered products. However, the role of AI literacy as a key determinant of consumers' willingness to use such products remains subject to conflicting conclusions regarding its underlying mechanisms. Methods: This study compared medical and conversational scenarios, constructing a parallel mediation model based on the Value-based Adoption Model. This model featured perceived AI risk and perceived social good as two opposing mediators, exploring the influence mechanism of AI literacy on consumers' willingness to use AI-powered products. Results: Our survey of 441 consumers showed that higher AI literacy significantly increases consumers' willingness to use chat-based AI and medical AI. Perceived social good and perceived AI risk mediated the relationship between AI literacy and willingness to use chat-based AI. The positive mediating effect of perceived social good ( Discussion: This study revealed a dual-path mediation mechanism through which AI literacy influences consumers' willingness to use AI-powered products, as well as its cross-scenario heterogeneity, which not only explained the inconsistent findings in prior research but also provided practical insights for scenario-based deployment of AI-powered products and the cultivation of consumer AI literacy.
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