Privacy Risk Awareness and Intent to Disclose Personal Information of Users Using Two Social Networks: Facebook and Instagram

Tóm tắt

The research focuses on the perception and awareness of privacy risks to disclose users' personal information on two social networking platforms, Facebook and Instagram. The data was collected from 428 Facebook and Instagram users aged from 15 to 29 years old by an online questionnaire. The Structural Equation Model (SEM) was used to analyze the relationships in the research model supported by SPSS 20.0 and AMOS 24.0 software. Results indicate that if user trust or confidence is high in social networking sites such as Facebook and Instagram, the perception of user privacy risk is low. This result is beneficial for the researcher to have a fresh look at consumer behavior. For businesses, it takes a long time to develop a product that will gain the trust of customers. They must ensure that their products are as risk-free as possible in order to maintain consumer trust, because when consumers choose to trust, they always expect the product's risk to be as low as possible or zero. From the research results, it is possible to make suggestions for solutions to overcome the perceived problem of users in disclosing personal information on social networks in general. And it clearly shows that the factors that motivate online social media users to disclose personal information are extremely different.