University of Twente Student Theses
Privacy paradox : factors influencing disclosure of personal information among German and Dutch SNS users
Beuker, S. (2016) Privacy paradox : factors influencing disclosure of personal information among German and Dutch SNS users.
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| Abstract: | This study aims to investigate the privacy paradox, examine the factors that influence this paradox and determine the factors that influence the willingness to disclose personal information on Facebook. The privacy paradox describes the unexpected behavior by people who are concerned about their privacy, but nevertheless disclose personal information. Therefore, the factors privacy valuation, peer pressure, perceived benefits and perceived risks are analyzed in relation with the willingness to disclose personal information. Data was collected via an online survey that was completed by 1.320 German and Dutch Facebook users above 18 years. The research model was adapted based on the results of three Principal Component Analyses and tested separately for German and Dutch respondents. The adapted research model was analyzed with regression and mediation analyses to be able to answer the hypotheses, explain the privacy paradox and examine the factors influencing the willingness to disclose personal information on Facebook. The results of this study confirm that privacy valuation, perceived risks, perceived benefits and peer pressure significantly influence the willingness to disclose personal information. The findings of this study, especially the mediating influence of perceived benefits and perceived risks, the five types of willingness to disclose personal information as well as the influence of peer pressure offering a broader view on the privacy paradox and disclosure on Social Network Sites. This study provides new insights in an actual and upcoming topic and additionally outlines possible further research subjects. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/69627 |
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