American Research Journal of Humanities and Social Sciences

Short-form video platforms offer communication students vital avenues for self-expression and professional experimentation, yet privacy concerns may inhibit active participation. This study investigates the longitudinal relationship between privacy concerns and creativity, exploring the mediating roles of short-video use motives and information-technology identity (IT identity). A three-wave survey was conducted with 1,217 students in Chongqing, China, across three time points in 2025 (January, April, and July). Data were analyzed using structural equation modeling (SEM). Results indicate that privacy concerns are negatively associated with creativity. This relationship is mediated by both short-video use motives and IT identity. Furthermore, a sequential mediation pathway suggests that privacy concerns diminish use motives, which subsequently weakens IT identity, ultimately reducing creative output. These findings highlight the need for educational interventions that balance data privacy with digital creative engagement.