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The effects of motivations, trust, and privacy concern in social networking

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Abstract

This study proposes and tests a model that uses privacy concern, trust, and motivations to explain the process leading to information disclosure and the intensity of social network services (SNS) use. Use of SNSs has been shown in our investigation to be negatively correlated to a user’s privacy concern but positively correlated to a user’s trust and motivations. Furthermore, by using a hierarchical regression model, we show that trust accounts for a significant additional amount of variance in SNS use after controlling the variance explained by privacy concern. In addition, motivation accounts for a significant additional amount of variance in SNS use after controlling the variance explained by both privacy concern and trust.

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Acknowledgments

The material is based on work supported in part by the R.O.C. National Science Council under Grant No. NSC 99-2410-H-155-034-MY2. Any opinions, findings, and conclusions expressed herein are those of the authors and do not necessarily reflect the views of the sponsors.

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Authors and Affiliations

  1. Department of Industrial Management, National Taiwan University of Science and Technology, #43, Section 4, Keelung Road, Taipei, 106, Taiwan, ROC

    Shi-Woei Lin

  2. College of Management, Yuan Ze University, 135 Yuan-Tung Road, Chung-Li, 32003, Taiwan, ROC

    Yu-Cheng Liu

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  1. Shi-Woei Lin
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  2. Yu-Cheng Liu
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Correspondence to Shi-Woei Lin.

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Lin, SW., Liu, YC. The effects of motivations, trust, and privacy concern in social networking. Serv Bus 6, 411–424 (2012). https://doi.org/10.1007/s11628-012-0158-6

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  • DOI: https://doi.org/10.1007/s11628-012-0158-6

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