Authors : Nur Fadzilah Othman, Rabiah Ahmad and Muliati Sedek
Abstract: This study attempts to gain an insights in identifying factors of information privacy concern and protection behaviour as well as it factors in using social networking sites. The factors are gathered from the protection motivation theory, hyper-personal framework and privacy protection behaviour. Thus, this study explains the roles of information privacy concerns in social networking sites by investigating the cause as well as behavioural strategies that individual utilize in protecting their privacy. An empirical analysis involved a total of 488 undergraduates students from a public Malaysian university. Data was analyzed using a Structural Equation Modelling (SEM) technique and results were based on the SEM outputs which demonstrate the acceptance and confirmation of all factors. Results indicates that information privacy concern among user contribute to privacy protection behaviour. Perceived severity, perceived vulnerability, rewards, perceived anonymity of others and perceived intrusiveness are found to be the factors for information privacy concern.
Nur Fadzilah Othman, Rabiah Ahmad and Muliati Sedek, 2016. Factors of Concerning Privacy-Protection Social Networking Sites. International Business Management, 10: 3682-3691.