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Factors affecting privacy disclosure on social network sites: an integrated model

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Abstract

The self-disclosure of personal information by users on social network sites (SNSs) play a vital role in the self-sustainability of online social networking service provider platforms. However, people’s levels of privacy concern increases as a direct result of unauthorized procurement and exploitation of personal information from the use of social networks which in turn discourages users from disclosing their information or encourages users to submit fake information online. After a review of the Theory of Planned Behavior (TPB) and the privacy calculus model, an integrated model is proposed to explain privacy disclosure behaviors on social network sites. Thus, the aim of this paper is to find the key factors affecting users’ self-disclosure of personal information. Using privacy calculus, the perceived benefit was combined into the Theory of Planned Behavior, and after some modifications, an integrated model was prescribed specifically for the context of social network sites. The constructs of information sensitivity and perceived benefit were redefined after reviewing the literature. Through a study on the constructs of privacy concern and self-disclosure, this article aims at reducing the levels of privacy concern, while sustaining online transactions and further stimulating the development of social network sites.

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Acknowledgements

The work was supported in part by the National Natural Science Foundation of China under Grant No. 70901039, 71171106 and 71101067, National Planning Office of Philosophy and Social Science under Grant No. 11&ZD169, NCET-11-0220 project, Jiangsu Planning Office of Social Science under Grant No. 11TQC010, Jiangsu University Philosophy and Social Science key project under Grant No. 2012ZDIXM036 and Nanjing University Innovation Team Support Project.

Author information

Authors and Affiliations

  1. School of Management and Engineering, Nanjing University, Nanjing, China

    Feng Xu

  2. School of Information Systems and Technology, University of Wollongong, Wollongong, Australia

    Katina Michael

  3. School of Management, Nanjing University, Nanjing, China

    Xi Chen

Authors
  1. Feng Xu
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  2. Katina Michael
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  3. Xi Chen
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Corresponding author

Correspondence to Xi Chen.

Appendix: Construct indicators

Appendix: Construct indicators

Constructs and measures (seven-point scales anchored with “strongly disagree” and “strongly agree”)

Privacy Concerns

  • It bothers me when renren.com asks me for this much personal information.

  • I am concerned that renren.com is collecting too much personal information about me.

  • I am concerned that unauthorized people may access my personal information.

  • I am concerned that renren.com may keep my personal information in an inaccurate manner.

  • I am concerned about submitting information to renren.com.

Privacy Risks

  • In general, it would be risky to give personal information to renren.com.

  • There would be high potential for privacy loss associated with giving personal information to renren.com.

  • Personal information could be inappropriately used by renren.com.

  • Providing renren.com with my personal information would involve many unexpected problems.

Privacy Control

  • I believe I have control over who can get access to my personal information collected by renren.com.

  • I think I have control over what personal information is released by renren.com.

  • I believe I have control over how personal information is used by renren.com.

  • I believe I can control my personal information provided to renren.com.

Subjective Norm

  • People who influence my behavior think that keeping personal information private is very important.

  • My friends believe I should care about my privacy.

  • People who are important to me think I should be careful when revealing personal information online.

  • People who influence my behavior think that keeping personal information private is very important.

Privacy policy

  • I feel confident that privacy statements on social network websites reflect their commitment to protecting my personal information.

  • With the privacy statements on online social network sites, I believe that my personal information will be kept private and confidential.

  • I believe that the privacy statements of online social network sites are an effective way to demonstrate their commitments to privacy.

Trust

  • I feel that the privacy of my personal information is protected by renren.com.

  • I trust that renren.com will not use my personal information for any other purpose.

  • Perceived benefit

  • Submitting personal information makes me easily identifiable by others.

  • Submitting personal information can help me to gain an attachment to relevant communities.

Sensitive

  • Renren.com asks me for the information that I think is sensitive.

  • Intention to disclosure

  • I am glad to submit personal information to renren.com.

  • I would submit personal information to renren.com.

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Xu, F., Michael, K. & Chen, X. Factors affecting privacy disclosure on social network sites: an integrated model. Electron Commer Res 13, 151–168 (2013). https://doi.org/10.1007/s10660-013-9111-6

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  • DOI: https://doi.org/10.1007/s10660-013-9111-6

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