The development of digital media and technology has a significant influence on daily life. Since the global increase in the use and popularity of Social Network Sites (SNS), many researchers focus their attention on user attitude and adoption intention. As users rely increasingly on social networks as part of their social life, concerns about the privacy disclosure and abuse can create obstacles to the trust and use of SNS. Disclosed privacy has become one of the important concerns of users on SNS. The objective of this study is to examine perceived risk and trust in social networks affecting users' privacy abuse concerns. Perceived risk, trust in social networks and concern regarding privacy abuse are assumed to determine users’ enjoyment and actual use of SNS. The participants were 276 college students aged between 18 to 24 years old from different majors. The PLS-SEM model was used to examine the causal model. The results indicate that perceived enjoyment and perceived risk are the important constructs for college students. Privacy abuse concern was positively significant to the perceived enjoyment of SNS, and trust in social networks was the least important performance construct related to SNS use. The findings have important practical implications regarding college students revealing private information on SNS even if they know there are disclosure risks on SNS. Perceived risk is not high enough to drive them to refuse the disclosure of personal privacy on SNS. College students may see online disclosure as a kind of lifestyle and communication approach.
Shu-Yin Yu, Ming Chuan University, Taiwan
Tzu-chin Rejoice Chou, Ming Chuan University, Taiwan
Stream: Arts - Media Arts Practices: Television, Multimedia, Digital, Online and Other New Media
This paper is part of the ACAH2018 Conference Proceedings (View)
View / Download the full paper in a new tab/window