Information privacy concerns, antecedents and privacy measure use in social networking sites: Evidence from Malaysia

  • Authors:

  • Norshidah Mohamed;Ili Hawa Ahmad

  • Affiliations:

  • International Business School, Universiti Teknologi Malaysia, Level 18, Yayasan Selangor Building, Jalan Raja Muda Abdul Aziz, 50300 Kuala Lumpur, Malaysia;Faculty of Information and Communication Technology, International Islamic University Malaysia, PO Box 10, 50728 Kuala Lumpur, Malaysia

  • Venue:
  • Computers in Human Behavior
  • Year:
  • 2012

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Abstract

The research aims at gaining insights into information privacy concerns, its antecedents and privacy measure use in social networking sites. The Social Cognitive, Protection Motivation theories and gender factor were used as a basis to develop and confirm a research model. Using a cross-sectional survey design and cluster sampling technique, four-hundred thirteen questionnaires were distributed to undergraduates at a public Malaysian university; three-hundred forty were included in analyses. Data was analyzed using structural equation modeling technique. Results suggest that in order of importance only perceived severity, self-efficacy, perceived vulnerability, and gender are antecedents of information privacy concerns with social networking sites; response efficacy and rewards were not significant antecedents contrary to many past findings in the literature that used Social Cognitive and Protection Motivation Theory as a theoretical basis. Information privacy concerns explain privacy measure use in social networking sites. The implications of these results and study limitations are discussed.