Design and validation of a conceptual model for children's continuance intention to use video apps

Abstract Video apps are widely used by children worldwide. However, concerns have been raised about children's personal data disclosure and privacy risks during their consumption of video apps. This study designed and validated a conceptual model for children's continuance intention to use video apps based on privacy calculus theory and Teen Online Safety Strategies (TOSS) parental mediation framework. A cross‐sectional survey of 321 Chinese middle school‐aged children (aged 12–14) was conducted to validate the model. Our findings revealed that children's perceived risk had a minimal association with their perceived value. Children's perceived benefit was positively associated with their perceived value, which was positively associated with their continuance intention to use video apps. Trust also contributed to children's continuance intention to use video apps, slightly positively moderated by restrictive parental mediation. This study provided a better understanding of children's perception of privacy, trust and value in consuming video apps and identified the potential role of related parental mediation. To mitigate children's privacy risks and to enhance children's digital literacy as well as digital autonomy, we proposed some recommendations to video app designers, parents and educators. The study appeals to a more transparent and child‐centred approach in designing video apps, a mixed parental mediation for facilitating children's video app usage, and educators' empowering children's autonomy in online privacy protection by improving children's digital skills and competencies.