Document Type
Conference Proceeding
Conference Track
Social Media/ Internet/ Mobile/ Direct Marketing
Publication Date
2014
Abstract
The nature of social media encourages people to contribute voluntarily to public web and inevitably, leaving a persistent and cumulative repository of personal information. Aware of the privacy risks, about one third of the Internet users in the United States have expressed concerns of their personal privacy. However, users are often cavalier in the protection of their own data profile. There is often a discrepancy between users’ intentions to protect privacy and their actual heavier. This behavior is often terms as “privacy paradox”. The privacy paradox might arise because users balance between risks and benefits of disclosing information on social media. Using the privacy calculus model as the theoretical background, the study examines how perceived risks and benefits affect information disclosure behavior on a Chinese social media site. In addition, the study investigates the antecedents of perceived benefits and risks as well as the effect of gender on information disclosure behavior. 420 valid responses were collected from a Chinese crowdsourcing website. Partial Least Squares (PLS), specifically SmartPLS 2.0, was used to assess the psychometric properties of the measurement model and to test the hypotheses. The study finds that perceived privacy risk is not significantly related to information disclosure (β=-0.01, p>0.10). However, the relationship between perceived benefits and information disclosure is significant (β=0.18, p
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Zhang, Lixuan; Amos, Clinton; Pentina, Iryna; and Blackwood, BJ, "Information Disclosure on a Chinese Social Media Platform" (2014). Association of Marketing Theory and Practice Proceedings 2014. 50.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2014/50
About the Authors
Lixuan Zhang received her Doctoral degree at University of North Texas. Her main research interest is social media use and interface design. She has published in International Journal of Electronic Commerce, Cornell Hospitality Quarterly, Computers in Human Behavior, CyberPsychology, Behavior and Social Networking and many other journals.
Clinton Amos (Ph.D., University of North Texas) is an Assistant Professor of Marketing, Goddard School of Business, Weber State University. His research has been published in the Journal of Advertising, Journal of Business Research, European Journal of Marketing, International Journal of Advertising, Journal of Retailing & Consumer Services, Journal of Marketing Communications, Journal of Consumer Behaviour, and CyberPsychology & Behavior.
Iryna Pentina (Ph.D., University of North Texas) is an Associate Professor and Chair of the Department of Marketing at the University of Toledo. Her research interests include online consumer behaviour, social media marketing, internet retailing, applicability of marketing theory to online sales situations, and virtual communities. She has published in the Journal of Retailing, European Journal of Marketing, International Journal of Electronic Commerce, Journal of Consumer Behaviour, Journal of Electronic Commerce Research, and others.
BJ Blackwood received her Master of Accountancy at University of South Carolina and is a lecturer at Georgia Regents University. Prior to entering academia Ms. Blackwood was the Chief Financial Officer and co-owner of a partial hospital, managed several outpatient physician practices, and was a practice management consultant for physician offices and other small businesses.