Abstract

The mobile commerce era witnesses widespread data collection by various apps. These data practices optimize service experience. They also trigger broad public concerns regarding privacy leakage. Transparency about information use in privacy policies is critical. It balances data utilization and privacy protection. In practice, highly transparent information-use provisions create a double-edged sword effect on users. Different individuals hold different perceptions of such transparency. This study relies on Stress and Coping Theory. It analyzes two dual mechanisms: benefit-enhancing and detriment-weakening. Information usage transparency affects users’ continuance intention to use the app through these two mechanisms. The study also explores the boundary conditions of the mechanisms. Three scenario-based experiments collect valid data. The data test the proposed theoretical model. Results indicate that: (1) Information usage transparency significantly boosts users’ app continuance intention via perceived privacy control. Information usage transparency also significantly reduces such continuance intention via perceived privacy fatigue. (2) Text information sensitivity strengthens the benefit-enhancing mechanism. It weakens the detriment-weakening mechanism. This study clarifies how information usage transparency shapes users’ continuance intention. It provides practical guidance for app service providers. Providers can optimize privacy policy design with this guidance. They can effectively improve user stickiness.

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