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Abstract
This study investigates the role of consumer interaction experience with avatar-based virtual try-on (VTO) services in mitigating privacy concerns related to 3D body scanning technology adoption. Using privacy calculus theory and the stimulus-organism-response model, an online experiment (n=285) revealed that body information privacy concerns negatively influence adoption intention, while perceived control, personalization, and responsiveness of VTO services positively enhance adoption. The study finds that positive experiences, particularly those driven by personalization and responsiveness, can mitigate the negative impact of privacy concerns.
Publisher
HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS
Published On
Apr 06, 2023
Authors
Song-yi Youn, Joohye Hwang, Li Zhao, Jong-Bum Kim
Tags
consumer interaction
avatar-based
virtual try-on
privacy concerns
3D body scanning
personalization
adoption intention

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