Social Network Sites (SNS)
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IADIS International Conference Information Systems 2012 Berlin, Germany

IADIS International Conference Information Systems 2012 Berlin, Germany

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Social Network Sites (SNS) Presentation Transcript

  • 1. SOCIAL NETWORK SITES (SNS):INFORMATION DISCLOSURE, PERCEIVEDVULNERABILITY, PRIVACY CONCERNS ANDPERCEIVED BENEFITSAuthored by:Ramlah HusseinNorsaremah SalehNorshidah Mohamed (Presenter)http://www.ibs.utm.myNor Shahriza Abdul KarimAbdul Rahman AhlanUmar Aditiawarman
  • 2. INTRODUCTION To be acknowledged by other SNS members, user needs to provide personal information.  Disclose true information vs fake information  To whom to disclose personal information Youngsters do not use fake or inaccurate information as a protective measure (Young & Haase, 2009). Privacy and security awareness in SNS. This study aims to examine user’s protective behaviour regarding information disclosure in SNS. IADIS Information Systems 2012, Berlin, Germany
  • 3. THEORETICAL FRAMEWORK Protection Motivation Theory (PMT) – Rogers (1983, 1997) Threat appraisals:  Perceived vulnerability - one’s perception of experiencing possible negative consequences from performing risky behaviour (disclose personal information in SNS)  Perceived severity - one’s perception of the level of damage which may result from engaging in risky situation.  Threat assessment:  perceived vulnerability + perceived severity – rewards Coping appraisals:  Self-efficacy – the degree to which an individual believes in his or her ability to enact the recommended response.  Response efficacy - the degree to which an individual believes the response to be effective in alleviating a threat. IADIS Information Systems 2012, Berlin, Germany
  • 4.  In IS context, PMT has been used to examine:  user’s protective behaviour in online transactions (LaRose et al., 2006; Youn, 2009).  employee’s awareness to organizational information security policies (Siponen et al., 2010, Herath & Rao, 2009).  individual use of security software (Johnston & Warkentin, 2010). Few studies used PMT as ground theory to examine user’s protective behaviour towards information in SNS. Banks et al. (2010) uncovered that perceived vulnerability, severity and rewards associated with information sharing in SNS contribute to individual’s assessment of the threats. IADIS Information Systems 2012, Berlin, Germany
  • 5. PROPOSED RESEARCH MODEL perceived vulnerability h1 h2 perceived severity Information Disclosure h3 Behaviour rewards h4 privacy self-efficacy IADIS Information Systems 2012, Berlin, Germany
  • 6. RESEARCH METHODOLOGY Survey design  self-administered questionnaire (6 point-Likert scale). Pilot study was conducted to ensure the reliability of the instruments before deploying the questionnaire to actual respondents. 486 respondents completed the questionnaire from 5 different universities (IIUM, UM, UTM, Sunway University, SEGI) IADIS Information Systems 2012, Berlin, Germany
  • 7. RESPONDENTS DEMOGRAPHYItem Frequency %Gender Male 199 40.9 Female 287 59.1Age <20 159 32.7 20-24 295 60.7 25-30 15 3.2 >30 2 0.4Race Malay 434 89.3 Chinese 18 3.7 Indian 21 4.3SNS usage (years) <1 13 2.7 1-3 262 53.9 4-6 141 29.0 >6 44 9.1Privacy awareness in SNS Yes 429 88.3 No 51 10.5Privacy features use Yes 412 84.8 No 63 13.0 IADIS Information Systems 2012, Berlin, Germany
  • 8. SNS DEMOGRAPHY SNS subscribers500 472450400350300250200 162 139150 116100 54 SNS access point 50 500 0 451 450 Facebook MySpace Friendster Twitter Others 400 350 300 250 200 137 139 150 100 50 18 0 Notebook Computer Lab Smartphone Others IADIS Information Systems 2012, Berlin, Germany
  • 9. DATA ANALYSIS Reliability Analysis Measurements No. items Cronbach Alpha Privacy Self-efficacy (PSE) 6 0.847 Perceived Severity (PSEV) 3 0.859 Perceived Vulnerability (PV) 5 0.883 Perceived Benefits(PB) 4 0.875 Information Disclosure (ID) 5 0.839 Correlation Analysis Information Items Disclosure Perceived Benefits .221** Perceived Vulnerability .150** Privacy Self Efficacy .135** Perceived Severity .018 IADIS Information Systems 2012, Berlin, Germany
  • 10. FINDINGS Our respondents tend to share their true identity in SNS to get acknowledgment from other members as genuine person. SNS user realizes disclosing personal information may result in possible negative consequences. The result exhibits that level of damage (severity) from disclosing information is not part of threat assessment taken by our respondents. Our respondents believe that information privacy is important and need to be guaranteed by SNS company through the privacy protection measures. IADIS Information Systems 2012, Berlin, Germany
  • 11. CONCLUSION This study provides another insight in SNS research through the use of PMT to examine user’s protective behaviour associated with information disclosure. Non-standard privacy policies and protection measures provided by SNS company may baffle the users when dealing with SNS personal information they possessed and ultimately neglect their own privacy. Future study should incorporate the responsibility of SNS companies on privacy protection assurance and their effort to create privacy and security awareness. IADIS Information Systems 2012, Berlin, Germany
  • 12. ACKNOWLEDGMENT This research is funded by the Fundamental Research Grant Scheme (FRGS11-010-0158) of the Ministry of Higher Education Malaysia. THANK YOU