The Impact of Shared Information Presentation Time on Users’ Privacy-Regulation Behavior in the Context of Vertical Privacy: A Moderated Mediation Model

Abstract

Combining data-sharing models and algorithm technologies has led to new data flow structures and usage patterns. In this context, the presentation time of shared low-sensitivity information across platforms has become a crucial factor that affects user perception and privacy-regulation behavior. However, previous studies have not conducted an in-depth exploration of this issue. Based on privacy process theory, this study discusses the impact and potential mechanism of the presentation time (immediate or delayed) of shared low-sensitivity information across platforms on privacy-regulation behavior. Through a pre-study and two online survey experimental studies, which included 379 participants in total, we verified that the immediate information presentation time has a significantly higher impact on online vigilance and privacy-regulation behavior than the delayed condition, βdirect = 0.5960, 95% CI 0.2402 to 0.9518; βindirect = 0.1765, 95% CI 0.0326 to 0.3397, and users’ perceived control as the moderating role influences online vigilance and privacy-regulation behaviors (preventive or corrective), βpreventive = −0.0562, 95% CI −0.1435 to −0.0063; βcorrective = −0.0581, 95% CI −0.1402 to −0.0065. Based on these results, we suggest that the presentation time of using shared low-sensitivity information across platforms should be concerned by companies’ recommendation algorithms to reduce users’ negative perceptions and privacy behaviors and improve user experience.