Business

Privacy paradox in 3D body scanning technology: the effect of 3D virtual try-on experience in the relationship between privacy concerns and mobile app adoption intention

S. Youn, J. Hwang, et al.

Dive into this intriguing study by Song-yi Youn, Joohye Hwang, Li Zhao, and Jong-Bum Kim, exploring how avatar-based virtual try-on services can ease your privacy worries related to 3D body scanning. You'll discover how personalized experiences and responsiveness can turn apprehension into adoption intention, making technology work for you!

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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

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