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Determinants of privacy protection behavior on social network sites: The role of privacy beliefs, social norms and internet skills

Kamp, M.H. van der (2016) Determinants of privacy protection behavior on social network sites: The role of privacy beliefs, social norms and internet skills.

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Abstract:This study examines the relationship of privacy beliefs, social norms and internet skills on online privacy protection behavior on social network sites using the theory of planned behavior as the underlying framework. An online survey was done among 282 Dutch persons and the data was analyzed with a path analysis. The results show that online privacy concern has the strongest positive relationship with online privacy protection behavior, then social skill, and then perceived vulnerability. Privacy disposition, perceived severity, subjective norm and self-efficacy have an indirect positive relation with online privacy protection behavior. The conclusion is that privacy beliefs have the greatest role in predicting online privacy protection behavior on social network sites. Social skills are necessary internet skills in order for people to protect their online privacy and social norms have a very small indirect role in determining online privacy protection behavior on social network sites. Future studies on privacy behavior should also include the effect of social skills since beliefs and attitudes are not sufficient in predicting online privacy protection behavior on SNS. There might be a possible gap in the perceived effectiveness of online privacy protection behavior and the actual effectiveness of online privacy protection behavior on SNS.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/69826
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