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Paper Type
Complete
Description
Deepfakes have garnered widespread attention for their malicious use. Despite its infamy, deepfakes can bring forth a myriad of benefits. Given the controversies around deepfake, it is unclear why people adopt this technology for various purposes. Through the lens of rational choice theory, we develop a research model to explain deepfake adoption. From the perspective of deepfake developers, we categorize deepfake usage based on two dimensions: purpose (utilitarian vs. hedonic) and valence (benevolent vs. malevolent). Deepfake adoption is driven by a risk benefit analysis which, in turn, is influenced by socioenvironmental factors.
Paper Number
1602
Recommended Citation
Liang, Huigang and Chew, Shao Liam, "Deepfake Valence: A Double-edged Sword" (2023). AMCIS 2023 Proceedings. 17.
https://aisel.aisnet.org/amcis2023/sig_odis/sig_odis/17
Deepfake Valence: A Double-edged Sword
Deepfakes have garnered widespread attention for their malicious use. Despite its infamy, deepfakes can bring forth a myriad of benefits. Given the controversies around deepfake, it is unclear why people adopt this technology for various purposes. Through the lens of rational choice theory, we develop a research model to explain deepfake adoption. From the perspective of deepfake developers, we categorize deepfake usage based on two dimensions: purpose (utilitarian vs. hedonic) and valence (benevolent vs. malevolent). Deepfake adoption is driven by a risk benefit analysis which, in turn, is influenced by socioenvironmental factors.
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