A Literature Analysis of Consumer Privacy Protection in Augmented Reality Applications in Creative and Cultural Industries: A Text Mining Study

Digital reality technologies (such as AR, VR, and MR) have recently become a key component of promoting creative and cultural industries (CCIs) worldwide to transform static cultural heritage exhibits into more engaging, entertaining, and immersive experiences. These technologies present an exciting example of studying how consumers would respond to the potential invasion of privacy due to these technologies. This literature review study mainly focuses on one essential branch of CCIs: museums and their applications of digital reality technologies. Because many of these location-based AR applications by museums are inherently sensitive to users’ locational information, there is also a rising concern of the potential infringement of personal privacy (RQ1). A thorough examination of existing literature on how consumers respond to privacy concerns related to the museum’s AR applications will help uncover how scholars have approached and studied these crucial issues in the literature (RQ2). Unlike traditional literature review analyses, we employed a text mining of retrieved 715 studies articles from Business Source Complete and Engineering Village (E.I.) databases to answer our two research questions. Our study found that privacy and user(s) /visitor(s) has dramatically increased since 2017, echoing the rising concerns of other privacy-invasive technologies. Most notably, key phrases extracted from the literature corpus include “security and privacy,” “privacy and security,” “privacy risks,” “privacy concerns,” “privacy issues,” “user privacy,” “location privacy,” “privacy protection,” and “privacy preserving” that are most pertinent to the rapid implementation of AR technology in the museum sector. Discussions and implications are provided.