The Effect of Augmented Reality and Privacy Priming in a Fashion-Related App: An Application of Technology Acceptance Model.

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.