AI Anxiety, Familiarity and Privacy Concerns: The Mediating Role of AI Literacy and the Moderating Role of Technophobia

This study examines how AI anxiety and familiarity relate to privacy concerns through AI literacy, and whether technophobia moderates the literacy–privacy relationship. Using survey data from 3,000 generative AI users in China and partial least squares structural equation modeling, we find that both familiarity and, contrary to expectations, anxiety are positively associated with AI literacy. AI literacy, in turn, is associated with greater privacy concerns and mediates both relationships, suggesting that increased knowledge may heighten awareness of data risks. Technophobia weakens the positive association between AI literacy and privacy concerns, although more technophobic users report higher overall concern. Exploratory age-group analyses suggest that the positive anxiety–literacy association is especially apparent among users in their 40s. These findings reveal a privacy awareness paradox and highlight the value of AI education that combines technical understanding, privacy awareness, and attention to users’ emotional responses.