Abstract

Many digital platforms collect users’ sensitive data—names, ages, genders, locations, browsing habits, and even biometric information (Naprys, 2024). Although many websites provide privacy setting functions, these features are often underutilized because users are not clearly made aware of them. According to Affordance Actualization Theory, an affordance must be perceived by the user before it can be actualized; in other words, even if a website offers privacy controls, users will only take advantage of these features if they notice them (Greeno, 1994; Yu et al., 2023). This raises an important question: under what conditions will users perceive the affordance of privacy settings on a website? To address this gap, our study introduces the concept of privacy mindfulness. Unlike privacy awareness—which merely involves recognizing privacy risks (Dinev & Hart, 2005; Malhotra et al., 2004)—privacy mindfulness encompasses both the recognition of potential privacy threats and an active understanding of how to protect oneself, such as by adjusting privacy settings. Mindful users are open to learning about new risks and adopting preventive measures, making them more likely to notice and utilize privacy affordances. The distinction between privacy awareness and privacy mindfulness is crucial. While both can lead users to perceive potential risks, privacy awareness alone does not necessarily result in proactive behavior. Users with high privacy awareness might react by either adjusting settings or by abandoning the platform altogether. The latter behavior can reduce user engagement and hinder community development. In contrast, privacy mindfulness promotes active protection. It not only encourages users to recognize privacy affordances when they are present but also increases the likelihood that these affordances will be actualized—thereby enabling users to manage their privacy without disengaging from the online community. In addition, we employ the Conservation of Resources (COR) Theory to explain the mechanism underlying privacy mindfulness. COR posits that when individuals become aware of potential resource loss—such as a privacy breach—they are inclined to invest resources to prevent that loss (Hobfoll, 1989). We extend this theory by suggesting that mindful users, who are not only aware of risks but also perceive available protective resources (i.e., privacy affordances), are more likely to invest in actualizing these affordances. When users judge the available privacy settings as effective, they are more apt to adjust them, thereby reducing the risk of privacy breaches. This proactive behavior is vital, as privacy breaches can lead to identity theft, financial fraud, and even adverse effects on social relationships and mental health (Elhai et al., 2017). In short, this study introduces the concept of privacy mindfulness and combines Affordance Actualization Theory with COR to explain how mindful users perceive and actualize privacy affordances. By understanding the conditions under which users not only recognize but also act upon privacy controls, our research aims to provide actionable insights for platform designers. These insights could help enhance user trust and engagement, ensuring that privacy protection features are both visible and effective, ultimately encouraging users to feel secure when disclosing personal information.

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