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Sharing despite risks: unpacking the privacy paradox among short-video platform users in China
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DOI：10.1057/s41599-026-08245-1.png)
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Abstract
En 中文
The growing popularity of short-video creation has complicated privacy disclosure, as users share personal information despite recognizing privacy risks. To explain this privacy paradox, this study examines how perceived risk, perceived benefits, network trust, and perceived information control affect privacy disclosure on short-video platforms, drawing on CPM theory. Survey data from users in the Beijing–Tianjin–Hebei region, along with structural equation modeling, indicate that perceived risk does not significantly reduce privacy disclosure. Perceived benefits do not mediate the relationship between risk and disclosure, whereas network trust and perceived information control play significant indirect roles. Gender, urban–rural background, and regional comparisons reveal minimal differences, though group estimates hint at regional variation. Overall, privacy disclosure in short-video contexts is shaped more by trust and perceived control than by a simple risk-benefit trade-off. This finding underscores the need to reassess risk-benefit models and highlights the impact of platform trust, perceived control, and regional context on managing privacy boundaries.
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