The Privacy–Sharing Behavior of Location Information and Its Influencing Factors among Douyin Users

Abstract

The location sharing function of Douyin enhances social interaction but also brings about privacy leakage risks. The contradiction of users' “aware of the risks but still disclose” behavior is prominent. Based on the dual system theory of cognition, this study explores the influencing factors and psychological mechanisms of location privacy sharing of Douyin users through questionnaire surveys and structural equation model analysis. The research finds that location privacy concern has a negative but insignificant impact on sharing willingness, and this effect is achieved through three mechanisms: “psychological resistance”, “privacy fatigue”, and “immediate discounting of situational value”. Perceived trust plays a mediating role, perceived location risk has a masking effect, and privacy fatigue negatively moderates the mediating effect of perceived trust. The study confirms that the dual privacy paradox coexists in the Douyin context, and users' location privacy decisions have shifted from “rational people” to “situational people”. This research provides empirical evidence for platforms to optimize privacy design and for users to avoid risks.