A personal information privacy perceptions model for university students

Abstract

ABSTRACT This study aims to address the lack of personal information privacy policies in Zimbabwean universities by proposing and validating a Student Personal Information Privacy Perception (SPIPP) model. The model helps institutions understand and implement data privacy principles based on students’ perceptions. The students’ perceptions were determined for the following privacy constructs: privacy awareness; privacy expectations; and student confidence in the university’s data privacy practices. In this study, a quantitative research method using a cross-sectional survey with a closed-ended questionnaire was adopted to collect data from 284 student participants. To refine the preliminary instrument, an expert review and pilot study were conducted. The privacy model was validated using confirmatory factor analysis (CFA) and structural equation modeling (SEM). Seven new factors emerged from the validation of the instrument: university confidence; practice confidence; individual awareness; privacy awareness; external awareness; privacy expectations; and correctness expectations. SEM showed a good overall match between the suggested conceptual model and the empirically derived model. The validated questionnaire that was developed can be used by universities to ascertain students’ perceptions of privacy to create a culture of privacy and to protect student data in line with regulatory requirements and best practices.