Disparity between perceived privacy concerns and disclosure of personal information on Facebook

TitleDisparity between perceived privacy concerns and disclosure of personal information on Facebook
Publication TypeConference Paper
Author(s)Lin, Y. - H.
Affiliation (1st Author)National Chengchi University (NCCU), Taiwan
Section or WGAudience Section
DateThurs 27 June
Slot CodeAUDT1a
Slot Code (Keyword)AUDT1a
Time of Session9:00-10:30
RoomHG20
Session TitleYouth and Social Media
Submission ID6887
Abstract

Facebook has just announced its success of having over 1 billion users online in September 2012. While online networking sites rely on user generated content to increase popularity and to attract advertisers, the sites often choose to lower their privacy control in order to encourage more information exchange. However, while studies have shown that users’ privacy concerns have grown over the years (Dey, Jelveh, & Ross, 2012; Christofides, Muise & Desmarais, 2009; Gross & Acquisti, 2005), an interesting phenomenon surfaces. Despite the observed or claimed privacy concerns among users, users paradoxically continue to disclose personal information online (Acquisti & Gross, 2006; Stutzman & Kramer-Duffield, 2010; Tufekei, 2008). Previous literature has suggested that based on the privacy calculus model, the amount of information disclosure is calculated by the “cost” and “benefit” of such a behavior, for example, disclosing personal information (Krasnova, Kolesnikova & Guenther, 2009; McKnight, Lankton & Tripp, 2011). However, there is an obvious disparity between perceived privacy concerns and information disclosure. According to Facebook (2012), the average age of Facebook users is also decreasing, from 26 years of age in 2008 to 22 years of age in 2012. It is expected that the average age of Facebook users will continue to decrease in the future. While low privacy control can subsequently lead to risks such as unintentionally information disclosure, damaged reputation or even unwanted harassment, this study attempts to investigate into the disparity between perceived privacy concerns and personal information disclosure among users, particularly minors. Since numerous studies have confirmed and rejected the privacy calculus model, this study will recruit active Facebook users to administer a 25-item quantitative survey questionnaire to see whether or not privacy concern is correlated to personal information disclosure, and the possible reasons for this disparity between perceived privacy concerns and information disclosure.

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