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| An Empirical Study on Privacy Policy Reading Intention of Social Media Users |
| Zhu Hou, Zhang Mingxin, Lu Yonghe |
| School of Information Management, Sun Yat-Sen University, Guangzhou 510006 |
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Abstract Privacy policies are sets of terms that inform users of how their personal information is collected and utilized by social media platforms. However, in the actual process, users rarely or never read privacy policies. In explaining this phenomenon, suggestions are made for the formulation and improvement of privacy policies and the protection of users’ personal information. Based on the relevant literature at home and abroad, subjective norms, motivation, reading ability, content integrity, and readability are introduced. The structural equation model is used to test the hypothesis on 344 samples. On the basis of the test results, the content integrity and readability of seven widely used social media privacy policies are analyzed. Subjective norms, motivation, readability, content integrity, and readability all have positive effects on users’ reading intentions. Privacy policies characterized by specific content, transparency, and reasonable length will have higher reading rates.
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Received: 11 November 2017
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