Effects of generative AI bias on adoption through trust: Interactions between engagement cues, information cues, and social norms

Dr. GUO JingLuo, HaijiaoHaijiaoLuoLiu, HaoHaoLiuChen, Hsuan-TingHsuan-TingChen2026-06-152026-06-152026Journal of Broadcasting & Electronic Media, 2026.0883-81511550-6878http://hdl.handle.net/20.500.11861/27423Open accessEmploying an online experiment, this study explores how awareness of AI bias could affect users’ intention to adopt generative AI. Results showed a three-way interaction effect between bias-based engagement, bias-awareness information cue priming, and social norms on AI trust, which could further affect users’ adoption intention. That is, with high social norms of AI use, if users had not been primed that AI was biased, their trust in AI decreased after experiencing AI bias on their own. However, if they had been primed that AI was biased, their own experience with AI bias did not significantly affect trust in AI.enEffects of generative AI bias on adoption through trust: Interactions between engagement cues, information cues, and social normsPeer Reviewed Journal Article10.1080/08838151.2026.2675497