Context-Contingent Privacy Concerns and Exploration of the Privacy Paradox in the Age of AI, Augmented Reality, Big Data, and the Internet of Things: Systematic Review.

backgroundDespite extensive research into technology users' privacy concerns, a critical gap remains in understanding why individuals adopt different standards for data protection across contexts. The rise of advanced technologies such as the Internet of Things (IoT), artificial intelligence (AI), augmented reality (AR), and big data has created rapidly evolving and complex privacy landscapes. However, privacy is often treated as a static construct, failing to reflect the fluid, context-dependent nature of user concerns. This oversimplification has led to fragmented research, inconsistent findings, and limited capacity to address the nuanced challenges posed by these technologies. Understanding these dynamics is especially crucial in fields such as digital health and informatics, where sensitive data and user trust are central to adoption and ethical innovation.

objectiveThis study synthesized existing research on privacy behaviors in emerging technologies, focusing on IoT, AI, AR, and big data. Its primary objectives were to identify the psychological antecedents, outcomes, and theoretical frameworks explaining privacy behavior, and to assess whether insights from traditional online privacy literature, such as e-commerce and social networking, apply to these advanced technologies. It also advocates a context-dependent approach to understanding privacy.

methodsA systematic review of 179 studies synthesized psychological antecedents, outcomes, and theoretical frameworks related to privacy behaviors in emerging technologies. Following established guidelines and using leading research databases such as ScienceDirect (Elsevier), SAGE, and EBSCO, studies were screened for relevance to privacy behaviors, focus on emerging technologies, and empirical grounding. Methodological details were analyzed to assess the applicability of traditional privacy findings from e-commerce and social networking to today's advanced technologies.

resultsThe systematic review revealed key gaps in the privacy literature on emerging technologies, such as IoT, AI, AR, and big data. Contextual factors, such as data sensitivity, recipient transparency, and transmission principles, were often overlooked, despite their critical role in shaping privacy concerns and behaviors. The findings also showed that theories developed for traditional technologies often fall short in addressing the complexities of modern contexts. By synthesizing psychological antecedents, behavioral outcomes, and theoretical frameworks, this study underscores the need for a context-contingent approach to privacy research.

conclusionsThis study advances understanding of user privacy by emphasizing the critical role of context in data sharing, particularly amid ubiquitous and emerging health technologies. The findings challenge static views of privacy and highlight the need for tailored frameworks that reflect dynamic, context-dependent behaviors. Practical implications include guiding health care providers, policy makers, and technology developers toward context-sensitive strategies that build trust, enhance data protection, and support ethical digital health innovation.

trial registrationPROSPERO CRD420251037954; https://www.crd.york.ac.uk/PROSPERO/view/CRD420251037954.