Abstract
► We model information privacy concerns, its antecedents and privacy measure use. ► The research context is social networking sites among college students. ► Privacy measure use depends on information privacy concerns. ► Self-efficacy, perceived severity, vulnerability and gender are antecedents. ► Response efficacy and reward have no effects.
The research aims at gaining insights into information privacy concerns, its antecedents and privacy measure use in social networking sites. The Social Cognitive, Protection Motivation theories and gender factor were used as a basis to develop and confirm a research model. Using a cross-sectional survey design and cluster sampling technique, four-hundred thirteen questionnaires were distributed to undergraduates at a public Malaysian university; three-hundred forty were included in analyses. Data was analyzed using structural equation modeling technique. Results suggest that in order of importance only perceived severity, self-efficacy, perceived vulnerability, and gender are antecedents of information privacy concerns with social networking sites; response efficacy and rewards were not significant antecedents contrary to many past findings in the literature that used Social Cognitive and Protection Motivation Theory as a theoretical basis. Information privacy concerns explain privacy measure use in social networking sites. The implications of these results and study limitations are discussed.