“…De Keyzer F 's study shows that privacy concerns are an individual's personal endogenous character and attitude, and a level of consumer concern about speculations' behavior, and that consumers with different character have different attitudes and levels of trust about who has access to their information and how it is used when they are in an internet environment where information is disclosed [22]. Consumers' privacy concerns negatively affect users' willingness to purchase and adopt data-enabled boosts, and AI-based data-enabled boosts threaten consumers' privacy to a large extent, and the higher the degree of personalization perceived by consumers, the more likely it is to create a creepy feeling for people, as the recommended content and products show an overly close, overly familiar connection with the consumer, which in turn reduces the consumer's willingness to purchase the data-enabled boosts, willingness to purchase for data-enabled boosts [23,24]. Therefore, this study argues that in addition to the influence of the external environment (situational privacy concerns), consumer heterogeneity (privacy concerns) is also one of the important factors that need to be included in order to explore whether different types of consumers differ in their willingness to buy for data driven boosts.…”