An Extended Privacy Calculus Model for SNSs: Analyzing Self-Disclosure and Self-Withdrawal in a Representative U.S. Sample. Issue 5 (4th August 2016)

• Record Type: Journal Article
• Authors: Dienlin, Tobias; Metzger, Miriam J.
• Is Part Of: Journal of computer-mediated communication. Volume 21:Issue 5(2016)
• Page Start: 368
• Page End: 383
• Publication Date: 2016-08-04
• Subjects: Privacy Calculus -- Privacy Paradox -- Self-Efficacy -- Facebook -- Structural Equation Modeling -- Representative Sample; Telematics -- Periodicals; Computer networks -- Social aspects -- Periodicals; Communication -- Periodicals; 302.20285
• DOI: 10.1111/jcc4.12163
• Languages: English
• ISSNs: 1083-6101

Abstract

Abstract: The privacy calculus established that online self-disclosures are based on a cost-benefit tradeoff. For the context of SNSs, however, the privacy calculus still needs further support as most studies consist of small student samples and analyze self-disclosure only, excluding self-withdrawal (e.g., the deletion of posts), which is essential in SNS contexts. Thus, this study used a U.S. representative sample to test the privacy calculus' generalizability and extend its theoretical framework by including both self-withdrawal behaviors and privacy self-efficacy. Results confirmed the extended privacy calculus model. Moreover, both privacy concerns and privacy self-efficacy positively predicted use of self-withdrawal. With regard to predicting self-disclosure in SNSs, benefits outweighed privacy concerns; regarding self-withdrawal, privacy concerns outweighed both privacy self-efficacy and benefits.