SOCIAL NETWORK SITES (SNS):INFORMATION DISCLOSURE, PERCEIVEDVULNERABILITY, PRIVACY CONCERNS ANDPERCEIVED BENEFITSAuthored ...
INTRODUCTION   To be acknowledged by other SNS    members, user needs to provide personal    information.     Disclose t...
THEORETICAL FRAMEWORK   Protection Motivation Theory (PMT) – Rogers (1983, 1997)   Threat appraisals:       Perceived v...
   In IS context, PMT has been used to examine:       user’s protective behaviour in online transactions (LaRose et     ...
PROPOSED RESEARCH MODEL   perceived vulnerability       h1                               h2     perceived severity        ...
RESEARCH METHODOLOGY   Survey design     self-administered           questionnaire (6 point-Likert      scale). Pilot s...
RESPONDENTS DEMOGRAPHYItem                                                              Frequency     %Gender             ...
SNS DEMOGRAPHY                 SNS subscribers500     472450400350300250200                                       162     ...
DATA ANALYSIS                            Reliability Analysis     Measurements                           No. items       C...
FINDINGS   Our respondents tend to share their true identity in    SNS to get acknowledgment from other members as    gen...
CONCLUSION   This study provides another insight in SNS research    through the use of PMT to examine user’s protective  ...
ACKNOWLEDGMENT   This research is funded by the Fundamental Research    Grant Scheme (FRGS11-010-0158) of the Ministry of...
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Social Network Sites (SNS)

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IADIS International Conference Information Systems 2012 Berlin, Germany

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Social Network Sites (SNS)

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 12. ACKNOWLEDGMENT This research is funded by the Fundamental Research Grant Scheme (FRGS11-010-0158) of the Ministry of Higher Education Malaysia. THANK YOU

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