TY - JOUR
T1 - Exploring the Privacy Concerns in Using Intelligent Virtual Assistants under Perspectives of Information Sensitivity and Anthropomorphism
AU - Ha, Quang An
AU - Chen, Jengchung Victor
AU - Uy, Ha Uy
AU - Capistrano, Erik Paolo
N1 - Publisher Copyright:
© 2020 Taylor & Francis Group, LLC.
Copyright:
Copyright 2021 Elsevier B.V., All rights reserved.
PY - 2021
Y1 - 2021
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85094582104&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85094582104&partnerID=8YFLogxK
U2 - 10.1080/10447318.2020.1834728
DO - 10.1080/10447318.2020.1834728
M3 - Article
AN - SCOPUS:85094582104
VL - 37
SP - 512
EP - 527
JO - International Journal of Human-Computer Interaction
JF - International Journal of Human-Computer Interaction
SN - 1044-7318
IS - 6
ER -