Table 2 Assessment of measurement model.

From: Privacy paradox in 3D body scanning technology: the effect of 3D virtual try-on experience in the relationship between privacy concerns and mobile app adoption intention

Construct

Factor loading

CR

AVE

Correlation

PC

PP

PR

CE

IN

BPC

Perceived control (PC)

 

0.90

0.75

0.80b

     

I was in control of my navigation through the VTO service.

0.88

        

I had some control over changes of the avatar.

0.89

        

I was in control over the pace of my interaction with the VTO service

0.83

        

Perceived personalization (PP)

 

0.93

0.82

0.37

0.86b

    

I felt I had a personal conversation through the VTO service.

0.94

        

The service was like talking back to me while I clicked in the VTO service.

0.93

        

I perceived the VTO service to be sensitive to my needs for changing my avatar.

0.84

        

Perceived responsiveness (PR)

 

0.93

0.82

0.60

0.49

0.85b

   

I could communicate with the VTO service directly for changing the avatar

0.90

        

The VTO service was able to respond to my request quickly and efficiently

0.88

        

I could communicate with the VTO service in real time

0.93

        

Consumer experience (CE)

 

0.94

0.63

0.44

0.75

0.53

0.77b

  

Sensory Experience

0.83

        

 This VTO service makes a strong impression on my visual sense or other sense.

0.91a

        

 I find this VTO service is interesting in a sensory way.

0.94a

        

 This VTO service appeals to my sense.

0.96a

        

Affective Experience

0.85

        

 This VTO service induces feelings and sentiments.

0.94a

        

 I have strong emotions for the VTO service.

0.95a

        

 The VTO service is an emotional service.

0.95a

        

Intellectual Experience

0.88

        

 I engage in a lot of thinking when I encounter the VTO service.

0.93a

        

 The VTO service makes me think.

0.95a

        

 The VTO service stimulates my curiosity (and problem solving).

0.90a

        

Adoption Intention of 3D body scanning technology (AI)

 

0.98

0.91

0.50

0.61

0.40

0.72

0.94b

 

I would consider using the technology.

0.92

        

The likelihood of using the technology.

0.96

        

My willingness to use the technology would be high.

0.97

        

The probability I would consider using the technology is high.

0.96

        

Body information privacy concerns (BPC)

 

0.97

0.92

−0.27

−0.21

−0.26

−0.16

−0.27

0.94b

When I think about the 3D body scanning technology, I am concerned that my personal body information will be used for other purposes without my authorization.

0.96

        

When I think about the 3D body scanning technology, I think that too much of my personal body information will be collected.

0.95

        

When I think about the 3D body scanning technology, I am concerned that my personal body information will be shared with other entities without my authorization.

0.97

        
  1. a Factor loading for corresponding construct of consumer experience (Second-order construct), CR: Composite Reliability, AVE: Average Variance Extracted; b value is the square root of average variance extracted. All scales adopted from previous studies and modified for the current study: Perceived interactivity (i.e., control, personalization, and responsiveness; Wu and Wu, 2006), consumer experience (Manthiou et al. 2016), adoption intention of 3D body scanning technology (Kim and Forsythe, 2008), Body information privacy concerns (Roca et al. 2009). For example, to measure perceived control, original questions of “I was in control of my navigation through this website” has been modified to “I was in control of my navigation through the VTO service”.
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