Exploring the Privacy Concerns in Using Intelligent Virtual Assistants under Perspectives of Information Sensitivity and Anthropomorphism

Quang An Ha, Jengchung Victor Chen, Ha Uy Uy, Erik Paolo Capistrano

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

Abstract

Intelligent Virtual Assistants (IVA) such as Apple Siri, Google Assistant, are increasingly being used to assist users with performing different tasks. However, their characteristics also raise user privacy concerns related to the provision of information to the IVA. Drawing upon the communication privacy management theory, two experiments were conducted to investigate the impact of information sensitivity, types of IVA (anthropomorphized versus objectified IVA), and the roles of IVA (servant versus partner) on privacy concerns and user willingness to disclose information to IVA. Study 1 showed that information sensitivity and anthropomorphism significantly impact user privacy concerns. Study 2 revealed that if highly sensitive information was required, a partner IVA would trigger greater privacy concerns, while in low sensitive information contexts, it would evoke a more secure feeling than a servant IVA. Subsequent theoretical and managerial implications of these studies are discussed accordingly.

Original languageEnglish
Pages (from-to)512-527
Number of pages16
JournalInternational Journal of Human-Computer Interaction
Volume37
Issue number6
DOIs
Publication statusPublished - 2021

All Science Journal Classification (ASJC) codes

  • Human Factors and Ergonomics
  • Human-Computer Interaction
  • Computer Science Applications

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