PACIS 2020 Proceedings


Augmented reality-based services (ARBS) have become popular means to enhance consumers’ shopping experiences. However, privacy can be a key concern when consumers make the decision of whether to continue using ARBS. Thus, drawing on the stimulus–organism–response (S-O-R) model, we examine how ARBS as a stimulus influences users’ emotions and privacy evaluations and the subsequent impact on consumers’ intentions to continue using ARBS. We present here the theoretical foundation and research design for this research study, as well as conclude with its expected theoretical and practical contributions.



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