Privacy concerns on short-form video platforms and creativity among communication students in China: A longitudinal mediation model involving TikTok use motives and IT identity

This study examined how privacy concerns on short-form video platforms influence creativity among communication students through the mediating roles of TikTok use motives and general information technology identity. Guided by privacy calculus theory, uses and gratifications theory, and identity theory, a three-wave longitudinal design was used with 1217 students from three institutions in Chongqing, China. Privacy concerns were measured at Time 1, TikTok use motives and creativity at Time 2, and general information technology identity and creativity at Time 3. Structural equation modeling with full information maximum likelihood estimation tested mediation and sequential mediation models while controlling for demographic variables and baseline creativity. Results showed that privacy concerns negatively predicted creativity, and both TikTok use motives and general IT identity mediated this association. Sequential mediation analysis indicated that TikTok use motives promoted general IT identity, which in turn enhanced creativity. Findings highlight that motivational and identity-based processes jointly explain how privacy concerns shape creative outcomes. The study enriches theory on digital risk and creativity and offers guidance for educators and policymakers seeking to support innovation while protecting digital well-being.