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Characteristic and Observational Information Disclosure on Social Networking Sites: A Two-Stage Analytical Model
Abstract
This chapter proposes a conceptual framework and a two-stage analytical procedure (linear and non-linear analysis) to provide a better understanding of information disclosure by social media consumers in the UK. The structural equation modelling results demonstrate the crucial role of institutional trust in mediating the impact of social gratification, perceived privacy risks, propensity to trust, and perceived information control on characteristic and observational information disclosure. While the results of fuzzy-set qualitative comparative analysis emphasize the significance of social gratification, perceived control of information, and propensity to trust in clarifying the phenomenon of the privacy paradox. The results suggest that consumers are less concerned about sharing their personal information when social networking sites provide a transparent environment and policy on how consumers can control their information. Practically relevant insights are obtained from the privacy calculus framework by replacing generic perceived benefits with social gratifications.
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