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Privacy concerns toward short-form video platforms: Scale development and validation.

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Summary

This study introduces a new scale to measure user privacy concerns on short-form video platforms. The validated scale identifies three key dimensions: collection, awareness, and usage concerns, aiding platform improvements.

Keywords:
awareness concernscollection concernsprivacy concernsshort-form video platformsusage concerns

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Area of Science:

  • Social Sciences
  • Information Science
  • Human-Computer Interaction

Background:

  • User privacy concerns significantly influence behavioral intentions on short-form video platforms.
  • Existing measurement scales lack the multidimensionality required for these platforms.
  • Privacy concerns theory provides a foundation for understanding user apprehension.

Purpose of the Study:

  • To develop and validate a multidimensional scale for measuring privacy concerns specific to short-form video platforms.
  • To address the gap in existing research regarding comprehensive privacy concern measurement.
  • To provide a tool for platforms to manage user privacy effectively.

Main Methods:

  • Literature review of existing privacy concern scales (CFIP, Sheehan & Hoy, IUIPC, IPC).
  • Development of a multidimensional scale refined through qualitative interviews and open-ended questionnaires.
  • Empirical testing using item analysis, exploratory and confirmatory factor analysis, and discriminant validity assessments on platforms like TikTok, Kuaishou, and Xigua.

Main Results:

  • The developed scale comprises three dimensions: collection concerns, awareness concerns, and usage concerns.
  • The scale demonstrates good reliability, convergent validity, and content validity.
  • The study successfully validated a multidimensional privacy concerns scale for short-form video platforms.

Conclusions:

  • The new multidimensional scale offers a robust tool for assessing privacy concerns on short-form video platforms.
  • Findings can guide platforms in implementing targeted privacy management strategies.
  • The validated scale serves as a foundation for future empirical research on user privacy in this domain.