Early adolescence is a critical period for habit formation and trust development, with increased engagement in online video platforms raising privacy concerns. However, these aspects are not adequately considered in studies regarding willingness to disclose personal data online. This cross-sectional study surveyed 321 Chinese early adolescents to explore levels of willingness to disclose personal data to online video platforms and related privacy factors (perceived risks, utilitarian benefits, hedonic benefits, habits, and trust), examine demographical (age, gender, and grade) differences, and explore privacy factors associated with willingness to disclose personal data. Participants reported significantly lower willingness to disclose personal data, trust, and habits than risks and benefits. Significant differences were observed in all factors between grades. Participants’ willingness to disclose personal data was significantly associated with their trust and habits. We discussed possible explanations for findings and recommended strategies to promote responsible habits and informed trust among early adolescents in online video platforms.
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