Understanding the impact of privacy concerns and trust on social networking sites: Analysing user intentions towards willingness to share digital identities

Tiwari, Sanjib (2012) Understanding the impact of privacy concerns and trust on social networking sites: Analysing user intentions towards willingness to share digital identities. [Thesis (PhD/Research)]

[img] Text (Whole Thesis)
Tiwari_2012_whole.pdf

Download (2092Kb)
[img] Text (Introductory Pages)
Tiwari_2012_front.pdf

Download (134Kb)

Abstract

Participation in social networking sites (SNS) has dramatically increased in recent years. SNS focus on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. This study examines the experiences of SNS users, and explores how the depth of their experience and knowledge of the Internet, trust and privacy concerns impact upon their individual willingness to share information about their own identity with other users on social networking websites. An acceptance model is proposed that incorporates cognitive, as well as affective, attitudes as primary influencing factors on user attitudes and behaviour which, in turn, are driven by underlying beliefs, perceived levels of privacy and trust, attitudinal experiences and knowledge, as well as a willingness to share.
The proposed conceptual model for this study is derived from the literature review and Theory of Planned Behaviour. This model explains how people experience different levels of motivation about sharing knowledge and seeking information from other members which, in turn, leads to a divergence in both intentions and behaviours within virtual communities. The model shows excellent measurement properties and establishes two distinct constructs—specifically, the need for perceived levels of privacy, and the need for established levels of trust within SNS.
This study is based on quantitative methodology and uses a structural equation model to test the construction of the model and its hypothesis. The data for this study were collected from a Facebook forum, with a sample size of 155 SNS users.
The main theoretical contribution of this study is to provide greater understanding and new insights into privacy concerns and trust, in so far as these factors impact upon SNS users‘ willingness to readily share information regarding their digital identities. Secondly, this study will enrich the existing literature regarding the inter-relationship between the extent of SNS users‘ length and depth of experience as Internet users, as this impact upon their willingness to share identity-based information.


Statistics for USQ ePrint 23558
Statistics for this ePrint Item
Item Type: Thesis (PhD/Research)
Item Status: Live Archive
Additional Information: Master of Business Research thesis.
Faculty / Department / School: Historic - Faculty of Business and Law - No Department
Supervisors: Yong, Jianming; Erwee, Ronel
Date Deposited: 30 May 2013 01:41
Last Modified: 18 Jul 2016 02:49
Uncontrolled Keywords: digital identities; privacy; social networking; internet users; trust; information systems; sharing
Fields of Research : 08 Information and Computing Sciences > 0805 Distributed Computing > 080503 Networking and Communications
20 Language, Communication and Culture > 2001 Communication and Media Studies > 200101 Communication Studies
16 Studies in Human Society > 1608 Sociology > 160808 Sociology and Social Studies of Science and Technology
20 Language, Communication and Culture > 2001 Communication and Media Studies > 200102 Communication Technology and Digital Media Studies
Socio-Economic Objective: C Society > 95 Cultural Understanding > 9502 Communication > 950299 Communication not elsewhere classified
URI: http://eprints.usq.edu.au/id/eprint/23558

Actions (login required)

View Item Archive Repository Staff Only