Modeling and Analyzing Privacy Managing Behavior of Users on Online Social Networks

In this study, we develop and test a causal model of user's cognitive and behavioral experience in relation to managing their privacy options on online social networking services. The model consists of research constructs concerning perceived threats from cybercrime, perceived threats from providing information to vendor, and perceived threats from revealing information in public as antecedents and privacy management options in terms of controlling input and output of information flow as dependent measures mediated by concerns of communication privacy and concerns of information privacy. We follow a systematic process to create and test the causal model. The model is created based upon a set of theories, i.e., theory of planned behavior and communication privacy management theory, and salient constructs, and evaluated using Structural Equation Modeling technique. The model and our study will make contributions, first in theory testing, in applying conventional theories to the privacy issues in the use of online social networking services, and second, practically, in serving as a reference for system designers and service users to reach a consensual point in regards to managing privacy on online social networks