Unpacking the ethical drivers of consumer continuous usage intention toward generative AI in digital commerce

Authors

• Wenshuai Su, School of Politics and Economics, Kyung Hee University, Seoul, South Korea
• Sung-Byung Yang, School of Politics and Economics, Kyung Hee University, Seoul, South Korea
• Ruifa Zhou, School of Management, Kyung Hee University, Seoul, South KoreaFollow

Recommended Citation

Su, Wenshuai; Yang, Sung-Byung; and Zhou, Ruifa, "Unpacking the ethical drivers of consumer continuous usage intention toward generative AI in digital commerce" (2026). WHICEB 2026 Proceedings. 116.
https://aisel.aisnet.org/whiceb2026/116