The role of privacy and emotion in ARBS continuing use intention

Abstract

PurposeToday, contactless businesses are becoming part of the “new normal” in daily life. Augmented reality-based services (ARBS) thus provide a mechanism for contactless commerce, offering customers access to sensory experiences, especially during the COVID-19 pandemic. However, privacy can be a key concern when consumers decide whether to continue using ARBS. Thus, drawing on the Appraisal Tendency Framework (ATF), the study aims to examine how augmentation quality (Aug-Q), discrete emotions (joy and frustration) and privacy perceptions influence users' ARBS continuing use intention.Design/methodology/approachA survey methodology with a well-designed online questionnaire was used for data collection. The data were analyzed using a structural equation model with Amos v. 22.0 software.FindingsThis study demonstrated that Aug-Q had a significant positive impact on joy and a significant negative impact on frustration. Additionally, joy was positively associated with the perception of privacy benefits and ARBS continuing use intention, while frustration was negatively associated with the perception of privacy benefits and ARBS continuing use intention. The results also indicate that (perceived privacy risks) PPR–benefits predict the likelihood of ARBS continuing use intention.Originality/valueThis study enhances understanding of users' ARBS continuing use intention from an integrative perspective based on the ATF, thus identifying the Aug-Q-induced emotions that subsequently influence privacy trade-offs and predict users' ARBS continuing use intention. The results provide evidence that privacy and emotions can be key determinants when consumers decide whether to continue using ARBS. The findings of this research may be beneficial for commercial companies in preventing the loss of ARBS users.

Guest editorial: The role of digital technologies in new normal: the emergence of contactless digital technologies and services

“…Based on this, the authors examined how augmentation quality, discrete emotions (joy and frustration) and privacy perceptions could influence users’ ARBS continuing use intention. This article provides a positive direction for system designers and commerce organizations regarding what features should be configured to make people continue to use ARBS (Yin and Hsu, 2023).…”

“…Overall, the articles in the special issue suggest new concepts and comprehensive theoretical frameworks of existing theories for user behaviors. Particularly, Yin and Hsu (2023) suggest users' extended appraisal tendency involving privacy risks and benefits in the context of AR-based services. Riar et al (2023) suggest that AR technology can be deeply attached to users' psychological and behavioral outcomes using AR shopping tools.…”

“…Special issue articles for the four components Contactless technology artifacts: All articles in this special issue cover diverse types of contactless technology artifacts such as AR-based service applications (Yin and Hsu, 2023), AR for shopping (Riar et al, 2023), healthcare and fitness apps (Zhu et al, 2023), self-service kiosks and food-ordering mobile apps (Lee et al, 2023), facial recognition payment (Shiau et al, 2023), digital tools (e.g. DingTalk and WeChat) (Zhang et al, 2023) and e-Learning systems (Kim et al, 2023a).…”

“…DingTalk and WeChat) (Zhang et al , 2023) and e-Learning systems (Kim et al , 2023a). Particularly, five articles investigated the interactions between users and contactless technology artifacts and showed that contactless technology artifacts positively affect the acceptance and (continuous) intention to use, although their research contexts are different (Kim et al , 2023a; Lee et al , 2023; Shiau et al , 2023; Yin and Hsu, 2023; Zhu et al , 2023). On the other hand, two articles investigated the role of contactless technology artifacts and their impacts on the new society (Lee et al , 2023; Riar et al , 2023).…”

“…With the aspect of “what service design,” AR technology in shopping environment (Riar et al , 2023), health and fitness apps (Zhu et al , 2023), quick-service restaurants with self-service kiosks and mobile applications (Lee et al , 2023) and facial recognition payment (Shiau et al , 2023) account for what contactless service design artifacts could offer alternative services and afford desirable customer’s experiences. With the aspect of “how service design,” on the other hand, the role of privacy in AR-based services (Yin and Hsu, 2023), e-Learning success in New Normal (Zhang et al , 2023) and feedback-seeking behavior in a digital environment (Kim et al , 2023a) configure how contactless service design can be continued, used or successfully mediated with customers, testing their human behaviors.…”