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Privacy Concerns, Perceived Intrusiveness, and Privacy Controls: An Analysis of Virtual Try-on Apps
Journal of Interactive Advertising Pub Date : 2018-12-18 , DOI: 10.1080/15252019.2018.1521317 Yang Feng 1 , Quan Xie 2
Journal of Interactive Advertising Pub Date : 2018-12-18 , DOI: 10.1080/15252019.2018.1521317 Yang Feng 1 , Quan Xie 2
Affiliation
Abstract Virtual try-on apps, through augmented reality technology and facial recognition technology, allow consumers to virtually try products on their own images. In this article, we examine consumers’ responses to virtual try-on apps as well as the brand sponsors of these apps. Results from Study 1 demonstrate that when users have high levels of privacy concerns, they tend to generate higher levels of perceived intrusiveness and more negative app attitudes when viewing themselves trying a product in a virtual try-on app (self-viewing) than when viewing professional models wearing the product (other viewing). Results from Study 2 indicate that regardless of users’ levels of privacy concerns, giving users controls over the privacy settings reduces their perceived intrusiveness of virtual try-on apps, which in turn leads to more positive app attitudes, positive brand attitudes, and increased purchase intentions.
中文翻译:
隐私问题,感知的侵入性和隐私控制:虚拟试穿应用程序分析
摘要虚拟试穿应用程序通过增强现实技术和面部识别技术,使消费者可以在自己的图像上虚拟试用产品。在本文中,我们研究了消费者对虚拟试穿应用程序的响应以及这些应用程序的品牌赞助商。研究1的结果表明,当用户对隐私的关注程度很高时,与在观看虚拟试戴式应用程序中尝试产品(自我查看)时相比,他们倾向于产生更高水平的感知干扰和更负面的应用程序态度穿着该产品的专业模特(其他观看)。研究2的结果表明,无论用户对隐私的关注程度如何,赋予用户对隐私设置的控制权都可以降低他们对虚拟试穿应用程序的感知干扰,
更新日期:2018-12-18
中文翻译:
隐私问题,感知的侵入性和隐私控制:虚拟试穿应用程序分析
摘要虚拟试穿应用程序通过增强现实技术和面部识别技术,使消费者可以在自己的图像上虚拟试用产品。在本文中,我们研究了消费者对虚拟试穿应用程序的响应以及这些应用程序的品牌赞助商。研究1的结果表明,当用户对隐私的关注程度很高时,与在观看虚拟试戴式应用程序中尝试产品(自我查看)时相比,他们倾向于产生更高水平的感知干扰和更负面的应用程序态度穿着该产品的专业模特(其他观看)。研究2的结果表明,无论用户对隐私的关注程度如何,赋予用户对隐私设置的控制权都可以降低他们对虚拟试穿应用程序的感知干扰,