IEEE Transactions on Engineering Management, volume 67, issue 3, pages 697-711

Understanding the Antecedents and Outcomes of Facebook Privacy Behaviors: An Integrated Model

Publication typeJournal Article
Publication date2020-08-01
scimago Q1
wos Q1
SJR1.201
CiteScore10.3
Impact factor4.6
ISSN00189391, 15580040
Electrical and Electronic Engineering
Strategy and Management
Abstract
Privacy in online social networking (OSN) is more complex than in traditional online environments, such as e-commerce. In addition to simply limiting self-disclosure, OSN users can also use privacy settings and manage their network size to ensure privacy. This complexity calls for an enhanced OSN privacy model that more completely explains privacy behaviors. Combining the privacy calculus model with part of the uses and gratifications approach, this paper proposes an OSN privacy model that depicts both antecedents (i.e., privacy concern, trusting beliefs, and personal interest) and outcomes (i.e., gratifications obtained) of perceived privacy and use behaviors. Using an Empanel survey sample collected from U.S. Facebook users, results show that privacy concern influences network size, trust influences privacy setting use and use frequency, and personal interest influences each privacy and use behavior. Findings also show that the privacy behaviors' influence on gratifications obtained is complex in nature. A three-way interaction influences enjoyment and habit gratifications, and a two-way interaction influences bonding social capital. This paper provides opportunities for future research regarding OSN privacy behaviors, and it discusses practical implications.

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