WIRTSCHAFTSINFORMATIK

, Volume 54, Issue 3, pp 123–133

Die Rolle der Kultur in der Selbstoffenbarung und Privatsphäre in sozialen Onlinenetzwerken

Interkulturelle Dynamik des Privatsphärekalküls
  • Hanna Krasnova
  • Natasha F. Veltri
  • Oliver Günther
Aufsatz
  • 1.1k Downloads

Zusammenfassung

Soziale Onlinenetzwerke (SON) stützen sich ausschließlich auf nutzergenerierten Inhalt um ihren Mitgliedern ein ansprechendes und lohnendes Erlebnis zu bieten. Infolgedessen sind die Belebung der Kommunikation zwischen Nutzern sowie die Stimulierung ihrer Selbstoffenbarung im Netz unerlässlich für die Zukunftsfähigkeit von SON. Soziale Netzwerke sind weltweit beliebt und deren Nutzer werden zunehmend kulturell vielfältiger. Um ihre Mitglieder zu motivieren Informationen zu teilen bedarf es des Verständnisses kultureller Feinheiten. Bisher bietet die derzeitige Forschung nur begrenzte Einblicke in die Rolle der Kultur, die hinter dieser Bereitwilligkeit von Selbstoffenbarung der Nutzer in Onlinenetzwerken steht. Aufbauend auf dem Privatsphärekalkül untersucht diese Studie die Rolle zweier kultureller Dimensionen – Individualismus und Unsicherheitsvermeidung – bei der Selbstoffenbarung auf SON. Die Umfrageergebnisse deutscher und amerikanischer Facebook-Nutzer bilden hierbei die Basis für die Analyse. Die Resultate des Strukturgleichungsmodells und der Multi-Gruppen-Analyse offenbaren deutliche Unterschiede in den kognitiven Strukturen dieser beiden Kulturen. Hierbei spielen Vertrauensannahmen eine entscheidende Rolle bei der Selbstoffenbarung von Nutzern mit individualistischem Hintergrund. Gleichzeitig beeinflusst die Unsicherheitsvermeidung die Auswirkung von den Bedenken hinsichtlich der Privatsphäre. Der Beitrag der Autoren zu der Theorie ist die Ablehnung des universellen Charakters des Privatsphärekalküls. Die Forschungsergebnisse geben den Betreibern von SON eine Reihe von Empfehlungen, um die Erstellung und Teilung von Inhalten ihrer heterogenen Zielgruppen zu stimulieren.

Schlüsselwörter

Soziale Onlinenetzwerke Selbstoffenbarung Privatsphäre Vertrauen Kultur 

Self-disclosure and Privacy Calculus on Social Networking Sites: The Role of Culture

Intercultural Dynamics of Privacy Calculus

Abstract

Social Network Sites (SNSs) rely exclusively on user-generated content to offer engaging and rewarding experience to its members. As a result, stimulating user communication and self-disclosure is vital for the sustainability of SNSs. However, considering that the SNS users are increasingly culturally diverse, motivating this audience to self-disclose requires understanding of their cultural intricacies. Yet existing research offers only limited insights into the role of culture behind the motivation of SNS users to self-disclose. Building on the privacy calculus framework, this study explores the role of two cultural dimensions – individualism and uncertainty avoidance – in self-disclosure decisions of SNS users. Survey responses of US and German Facebook members are used as the basis for our analysis. Structural equation modeling and multi-group analysis results reveal the distinct role of culture in the cognitive patterns of SNS users. The authors find that trusting beliefs play a key role in the self-disclosure decisions of users from individualistic cultures. At the same time, uncertainty avoidance determines the impact of privacy concerns. This paper contributes to the theory by rejecting the universal nature of privacy calculus processes. The findings provide for an array of managerial implications for SNS providers as they strive to encourage content creation and sharing by their heterogeneous members.

Keywords

Social networking sites Self-disclosure Privacy Trust Culture 

Supplementary material

11576_2012_323_MOESM1_ESM.pdf (234 kb)
(PDF 234 kB)

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Copyright information

© Gabler Verlag 2012

Authors and Affiliations

  • Hanna Krasnova
    • 1
  • Natasha F. Veltri
    • 2
  • Oliver Günther
    • 3
  1. 1.Institute of Information SystemsHumboldt-Universität zu BerlinBerlinDeutschland
  2. 2.Information and Technology ManagementThe University of TampaTampaUSA
  3. 3.Universität PotsdamPotsdamDeutschland

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