## 4 Results
### Privacy and Cultural Differences in the TAM  
To further examine cultural differences in the role of privacy in the acceptance of ARSGs, path analyses based on the Technology Acceptance Model (TAM) were conducted. Demographic variables (gender, age, education, and income), social media use to share content, and immersive head-mounted device (HMD) use were included as control variables in all models, with 5000 bootstrapping samples applied for robust estimation. The path analysis results offer clear insights into how privacy concerns and the TAM variables interact differently between U.S. and South Korean participants, answering both RQ1 and RQ2. (Figures 1 and 2, and Tables 5 and 6). In both cultural groups, perceived ease of use significantly predicted perceived usefulness (\(\beta\) = 0.37, \(p\) < 0.001 for the U.S.; \(\beta\) = 0.47, \(p\) < 0.001 for South Korea). This supports a core assumption of the TAM that when users find a technology easy to use, they are more likely to view it as useful. However, perceived ease of use did not significantly predict attitudes toward using ARSGs in either group, suggesting that ease alone does not directly shape users' affective evaluations. This may reflect users' limited familiarity or comfort with ARSGs as a novel technology, where social and ethical implications take precedence over operational simplicity. \begin{table}
\begin{tabular}{c c c c c} \hline \hline
**Variable** & \multicolumn{2}{c}{**\(M\) (SD)**} & \multicolumn{2}{c}{**\(t\) (\(p\))**} & **Cohen’s \(d\)** \\ \hline \multicolumn{4}{c}{**US**} & \multicolumn{2}{c}{**Korea**} \\ \hline Gender & 47.3\% & 51.2\% & 3.00 (<0.001) *** & 0.18 \\ Age & 36.97 (11.91) & 40.60 (11.38) & \(-\)5.30 (0.91) & \(-\)0.32 \\ Education & 2 yr-college degree & 4 yr-college degree & \(-\)5.66 (<0.001) *** & \(-\)0.34 \\ Income & USD 40,000-49.999 & USD 30,000-39.999 & 5.74 (<0.001)*** & 0.34 \\ SMU & 2.98 (1.59) & 3.18 (1.74) & \(-\)1.97 (<0.001) *** & 1.70 \\ HMD Use & 1.71 (1.11) & 2.47 (1.60) & \(-\)8.61 (<0.001) *** & \(-\)0.52 \\ Privacy & 5.58 (1.42) & 6.17 (1.28) & \(-\)7.35 (<0.001) *** & \(-\)0.44 \\ Conceris & 5.75 (1.10) & 4.07 (1.73) & 17.96 (<0.001) *** & 1.08 \\ Usefulness & 4.69 (1.66) & 4.36 (1.59) & 3.35 (0.17) & 0.20 \\ Attitude & 4.05 (1.68) & 4.26 (1.44) & \(-\)2.30 (<0.001) *** & \(-\)0.14 \\ Intention & 2.99 (1.95) & 3.78 (1.84) & \(-\)7.09 (0.03) * & \(-\)0.43 \\ \hline \hline \end{tabular} Note. Gender coding, Male = 1, Female = 2, etc.; SMU, social media use to share content; HMD, immersive head-mounted device. *\(p\) < 0.05, ***\(p\) < 0.001.  
\end{table} 
Table 4: The results of the difference in key variables between the U.S. and S. Korea. Figure 1: The results of path analysis for the U.S. group. Note. ***\(p\) < 0.001. Perceived usefulness emerged as a robust and consistent predictor of both attitudes and behavioral intention across both countries. For U.S. participants, perceived usefulness strongly influenced attitudes (\(\beta\) = 0.51, \(p\) < 0.001) and behavioral intention (\(\beta\) = 0.22, \(p\) < 0.001). Similarly, for Korean participants, perceived usefulness significantly impacted attitudes (\(\beta\) = 0.58, \(p\) < 0.001) and behavioral intention (\(\beta\) = 0.17, \(p\) < 0.001). These findings reinforce that perceived utility plays a central role in driving both positive evaluations and intentions to adopt ARSGs, regardless of cultural background. The effect of privacy concerns, however, demonstrates notable cultural differences, directly addressing RQ1. Among U.S. participants, privacy concerns significantly and negatively influenced attitudes (\(\beta\) = \(-0.16\), \(p\) < 0.001), suggesting that privacy apprehensions directly erode users' affective acceptance of ARSGs. In contrast, privacy concerns had a smaller and significant negative effect on attitudes among Korean participants (\(\beta\) = \(-0.05\), \(p\) = 0.041). Privacy concerns did not significantly affect perceived usefulness, perceived