Abstract

Augmented reality face filters are widely used on social media, yet most users still have limited understanding of how their biometric data is collected, stored and used. While existing frameworks of privacy concerns such as Concern for Information Privacy capture broad attitudes, but they fail to pinpoint the specific biometric data practices in augmented reality that most strongly trigger user privacy concerns and shape behaviour. This study adopts the lens of Contextual Integrity to examine key privacy handling attributes in the context: third-party tracking, data identifiability, and data retention policy. These attributes are then linked to users’ privacy concerns to evaluate their effects on continuance intention and information privacy-protective responses. The study advances privacy theory by translating Contextual Integrity scales into context-specific beliefs for embodied augmented reality and by testing how those beliefs propagate through privacy concerns to behaviours.

Download

Share

COinS