Chen Mei Munire Tulafu Huang Rongxia
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Explores the factors influencing users' willingness to read privacy policies on government open data platforms, analyzes the multi-factor configuration pathways, and uncovers the underlying mechanisms of users' willingness to engage with privacy policies. The findings aim to provide theoretical support and practical guidance for enhancing users' privacy awareness and optimizing privacy policy design. Based on the extended privacy calculus theory and the UTAUT2 model, this study first collected data through surveys and used structural equation modeling (SEM) to analyze the direct effects of factors such as privacy concerns, privacy protection intentions, performance expectancy, and social influence on users' willingness to read privacy policies. Then, fuzzy set qualitative comparative analysis (fsQCA) was applied to identify multi-factor configuration pathways and reveal the multiple driving logics behind users' privacy policy reading intentions. The study found that the key factors influencing users' willingness to read privacy policies include privacy concerns, privacy protection intentions, performance expectancy, effort expectancy, hedonic motivation, facilitating conditions, and habits. Trust and social influence were found to have insignificant effects. Three main configuration pathways were ultimately identified: privacy-sensitivity, social trust, and convenience-dependence. Based on these findings, recommendations were made to simplify the language of privacy policies, improve the user interface design of privacy policies, and enhance users' trust in privacy protection.