The impact of privacy data utilization and protection on user continuance intention: a structural equation modeling approach

Purpose This study examines how the dual forces of personal data utilization and data protection influence users’ continuance intentions in digital services. Design/methodology/approach Drawing on technology threat avoidance theory, the moderated technology acceptance model, and privacy preference models we construct a research model linking privacy data utilization, data protection, and continuance intention. The study utilizes questionnaire data of 209 Internet users in China and employs a structural equation model, with the sophistication of the technological environment, primarily user privacy preferences and IT maturity level, serving as moderating variables. Findings The findings reveal that both privacy data utilization and data protection exert positive effects on users’ continuance intentions. However, both relationships are negatively moderated by privacy preferences and IT maturity levels. Users with stronger privacy preferences exhibit greater caution, and, contrary to our hypothesis, users in more advanced IT environments tend to dampen the positive effects of data usage and protection on continuance intentions. Originality/value This study contributes to a deeper understanding of the privacy paradox and threat-avoidance theories by considering both data utilization and protection and examining IT maturity levels and user privacy preferences.