Factors affecting privacy disclosure on social network sites: an integrated model

The self-disclosure of personal information by users on social network sites (SNSs) play a vital role in the self-sustainability of online social networking service provider platforms. However, people’s levels of privacy concern increases as a direct result of unauthorized procurement and exploitation of personal information from the use of social networks which in turn discourages users from disclosing their information or encourages users to submit fake information online. After a review of the Theory of Planned Behavior (TPB) and the privacy calculus model, an integrated model is proposed to explain privacy disclosure behaviors on social network sites. Thus, the aim of this paper is to find the key factors affecting users’ self-disclosure of personal information. Using privacy calculus, the perceived benefit was combined into the Theory of Planned Behavior, and after some modifications, an integrated model was prescribed specifically for the context of social network sites. The constructs of information sensitivity and perceived benefit were redefined after reviewing the literature. Through a study on the constructs of privacy concern and self-disclosure, this article aims at reducing the levels of privacy concern, while sustaining online transactions and further stimulating the development of social network sites.