The relationship between internet addiction and help-seeking behavior for online privacy infringement: The moderating role of online privacy perception

Owing to the advent of the digital era, online privacy security faces severe challenges. As a high-risk group, individuals with internet addiction and their help-seeking behaviors for online privacy infringement have not been sufficiently studied. To address this gap, this study utilizes survey data from 7904 respondents among university students (estimated age range: 18–30) across 25 provinces and municipalities in China to explore the relationship between internet addiction and help-seeking behavior for online privacy infringement using ordinary least squares (OLS) and ordered probit models. The moderating role of online privacy perception in this relationship is also analyzed. The results indicate a negative correlation between internet addiction and help-seeking behavior for privacy infringement. A stronger awareness of online privacy protection can effectively mitigate the negative impact of internet addiction on such help-seeking behavior. Furthermore, compared with males, females are more inclined to seek help from friends and family. This study suggests a tripartite collaboration among government departments, internet platforms, and families to increase the awareness of online privacy protection among groups with high internet addiction tendencies and to strengthen their willingness to defend their rights. • Finds a negative link between Internet Addiction and help-seeking after online privacy infringement. • Online Privacy Perception mitigates Internet Addiction's negative effect on help-seeking behavior. • Uses a national survey and multiple models (OLS, Ordered Probit/Logit) to robustly validate the findings. • Reveals gender differences: the negative link between Internet Addiction and informal help-seeking is stronger in females.