Modelling Users` Trust in Online Social Networks Previous studies (McKnight, Lankton and Tripp, 2011; Liao, Lui and Chen, 2011) have
shown the crucial role of trust when choosing to disclose sensitive information online. This
is the case of online social networks users, who must disclose a certain amount of personal
data in order to gain access to these online services. Taking into account privacy calculus
model and the risk/benefit ratio, we propose a model of users’ trust in online social
networks with four variables. We have adapted metrics for the purpose of our study and we
have assessed their reliability and validity. We use a Partial Least Squares (PLS) based
structural equation modelling analysis, which validated all our initial assumptions,
indicating that our three predictors (privacy concerns, perceived benefits and perceived
risks) explain 48% of the variation of users’ trust in online social networks, the resulting
variable of our study. We also discuss the implications and further research opportunities of
our study.
Modelling Users` Trust in Online Social Networks.

Amfitreatru Economic

Volum 16 | Număr 35 | Publicat la 01/02/2014 | Pagini:  289 - 302 | ISSN  1582-9146 | eISSN  -

Autori:
Mihai Orzan [1]
[1] Academia de Studii Economice Bucureşti
Rezumat
Previous studies (McKnight, Lankton and Tripp, 2011; Liao, Lui and Chen, 2011) have
shown the crucial role of trust when choosing to disclose sensitive information online. This
is the case of online social networks users, who must disclose a certain amount of personal
data in order to gain access to these online services. Taking into account privacy calculus
model and the risk/benefit ratio, we propose a model of users’ trust in online social
networks with four variables. We have adapted metrics for the purpose of our study and we
have assessed their reliability and validity. We use a Partial Least Squares (PLS) based
structural equation modelling analysis, which validated all our initial assumptions,
indicating that our three predictors (privacy concerns, perceived benefits and perceived
risks) explain 48% of the variation of users’ trust in online social networks, the resulting
variable of our study. We also discuss the implications and further research opportunities of
our study.
Cuvinte cheie:
social media, users trust, online privacy, structural equation modelling



Evaluarea articolului: