The Effect of Augmented Reality and Privacy Priming in a Fashion-Related App

An Application of Technology Acceptance Model

Datos Bibliográficos

ID22004591
AutoresYoori Hwang (Myongji University), Hana Shin (Korea University), Kayoung Kim (0000-0002-8847-9620, Korea University), Seon Hye Jeong (0000-0003-2411-5649, Korea University, autor de correspondencia)
Año2023
Volumen26
Número3
Páginas214-220
Fecha de publicación2023-03-01
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaCyberpsychology Behavior and Social Networking (JOURNAL)
Identificadores de la revistaISSN: 2152-2715 • E-ISSN: 2152-2723
EditorialSAGE Publications (PUBLISHER • US)
DOI10.1089/cyber.2022.0071
PMID36827589
OpenAlexW4321765730
IdiomaEN
Citas recibidas4
Referencias citadas45

In this research, we tested (a) the effects of augmented reality (AR) and (b) how the effects of AR could be moderated by privacy perceptions. We used a 2 eyewear app type (AR vs. non-AR) by 2 privacy priming (prime vs. no prime) between-subject experimental design, and 114 Korean adults participated in the experiment. Results showed that AR had a main effect on perceived ease of use but not on perceived usefulness. Instead, the effect of AR on perceived usefulness was moderated by privacy priming such that the positive effect of AR on perceived usefulness was weaker when privacy concern was salient. Moreover, the results provided support for a moderated mediation model in which the indirect effect of AR on intent to use the app via perceived usefulness was moderated by privacy priming. Theoretical and practical implications are discussed

Advertising · Augmented reality · Eyewear · Human–computer interaction · Mediation · Moderated mediation · Perception · Salient · Computer Science · Consumer Perception and Purchasing Behavior · Privacy, Security, and Data Protection · Psychology · Social Psychology · Technology Adoption and User Behaviour · Artificial Intelligence