Antecedents to the adoption of augmented reality smart glasses: A closer look at privacy risks

Numerous research studies and corporate press releases highlight the potential of a new form of wearable device appearing on the technology landscape: augmented reality smart glasses (ARSGs), i.e., digital eyeglasses that integrate virtual information into the user's field of vision. Yet resear...

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Bibliographic Details
Published in:Journal of business research Vol. 92; pp. 374 - 384
Main Authors: Rauschnabel, Philipp A., He, Jun, Ro, Young K.
Format: Journal Article
Language:English
Published: Elsevier Inc 01.11.2018
Subjects:
ARSG
Augmented reality
Benefits
Mixed reality
Other people's privacy
Risks
Smart glasses
Risks
Mixed reality
Benefits
ARSG
Other people's privacy
Augmented reality
Smart glasses
ISSN:0148-2963, 1873-7978
Online Access:Get full text
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Summary:Numerous research studies and corporate press releases highlight the potential of a new form of wearable device appearing on the technology landscape: augmented reality smart glasses (ARSGs), i.e., digital eyeglasses that integrate virtual information into the user's field of vision. Yet research knows very little about this nascent technology. Therefore, the authors develop and empirically test a theoretical model to assess ARSG usage. Core findings are that expected utilitarian, hedonic, and symbolic benefits drive consumers' reactions to ARSGs. The results also show that the extent to which ARSGs threaten other people's, but not one's own, privacy can strongly influence users' decision making. A qualitative second study identifies multiple explanations for this surprising privacy finding. Theoretical and managerial implications conclude.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2018.08.008