SNS use reduction: a two-facet privacy concern perspective
研究了机构隐私关注和同伴隐私关注如何单独及共同影响用户减少社交网站使用的意图，基于258名用户的调查数据发现两者均独立促进使用减少，且机构隐私关注会强化同伴隐私关注的作用。
Purpose While social networking sites (SNS) have many positive aspects, they can have several adverse outcomes, among which privacy violations are a vital concern. The authors first posit that concerns regarding privacy violations can drive attempts to reduce SNS use. Next, the authors note that these violations can have two sources: peers and the social media provider. Thus, there is a need to understand how this complex system of privacy concerns affects use reduction decisions. To do so, this paper aims to examine the separate and joint roles of institutional and peer privacy concerns in driving SNS use reduction. Design/methodology/approach Based on privacy calculus theory, the authors propose a theoretical model to explain SNS use reduction, with institutional and peer privacy concerns as independent variables. The authors empirically examine the research model using a sample of 258 SNS users. Findings This study reveals that institutional and peer privacy concerns independently increase one's intention to reduce SNS use and that institutional privacy concern strengthen the relation between peer privacy concern and the intention to reduce SNS use. Originality/value Research thus far has not examined how the two facets of privacy work in tandem to affect 'users' decisions to change their behaviors on SNS platforms. Considering the unique and joint effect of these facets can thus provide a more precise and realistic perspective. This paper informs theories and models of privacy and online user behavior change.