The Impact of Privacy Policies Awareness on Snapchat Saudi users Discontinuous Usage Intention

Abstract

This paper used a cross sectional survey to investigate Saudi users awareness of Snapchat privacy policy and its effect on their discontinuous usage intention. The study sample included (201) participants. The structural equation model technique (SEM) was used to test the research hypotheses. The research findings showed that awareness level of Snap chat privacy policy had a significant influence on privacy protection behaviors but does not have an influence on information privacy concerns. In addition, Information privacy concern is affected positively by social influence and is positively affecting the privacy protection behaviors and discontinuous usage intention.