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

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.

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Notes on contributors

Quang-An Ha

Quang-An Ha, is a lecturer of School of International Business and Marketing, University of Economics Ho Chi Minh City. He received a Ph.D. in BA from National Cheng Kung University. His research appeared in Computers in Human Behavior, Journal of Global Information Technology Management, IJ of Mobile Communications, and others.

Jengchung Victor Chen

Jengchung Victor Chen, is a distinguished professor of the Institute of International Management, College of Management, National Cheng Kung University, Taiwan. He received a Ph.D. in CIS from the University of Hawaii, USA. He has published over 70 papers in refereed journals.

Ha Uy Uy

Ha Uy Uy, received MBA degree from Institute of International Management, College of Management, National Cheng Kung University, Taiwan. His research interests include social commerce, human-computer interaction.

Erik Paolo Capistrano

Erik Paolo Capistrano, is the Bangko Sentral ng Pilipinas Professor of Business Administration from the Cesar E. A. Virata School of Business, University of the Philippines. His research appeared in Computers in Human Behavior, Computer Standards and Interfaces, Industrial Management & Data Systems, IJ of Market Research, and others.