Love at First Sight: The Interplay Between Privacy Dispositions and Privacy Calculus in Online Social Connectivity Management
Date of Issue2018
College of Business (Nanyang Business School)
Privacy has become the key concern of many users when they are confronted with friend requests on online social networking websites. Nonetheless, users’ responses to friend requests seem at times inconsistent with their concerns about potential privacy implications. They accept friend requests and expose their personal profiles to largely unfamiliar others even though they are aware of the risks involved. Drawing on impression formation theory and the privacy calculus perspective, this paper elucidates the intriguing roles of privacy risks and expected social capital gains in social connectivity management by examining the key types of social information that users consider and their behavioral responses to online friend requests. We conducted a scenario-based experiment with 141 subjects. Our results indicate that individuals utilize two key types of social information; namely, network mutuality and profile diagnosticity in evaluating privacy risks and expected social capital gains. In addition, we find that privacy risks and expected social capital gains powerfully predict the likelihood of no-action and the likelihood of accepting friend requests on online social networking websites. In sum, this study contributes to the information systems literature by integrating impression formation theory and the privacy calculus perspective to identify the key types of social information that influence privacy tradeoff and predict individuals’ behavioral responses toward establishing new online social connections.
Online Social Connectivity Management
Journal of the Association for Information Systems
© 2018 Association for Information Systems. This paper was published in Journal of the Association for Information Systems and is made available as an electronic reprint (preprint) with permission of Association for Information Systems. The published version is available at: [http://dx.doi.org/10.17705/1jais.00487]. One print or electronic copy may be made for personal use only. Systematic or multiple reproduction, distribution to multiple locations via electronic or other means, duplication of any material in this paper for a fee or for commercial purposes, or modification of the content of the paper is prohibited and is subject to penalties under law.