Privacy in online social networking (OSN) is more complex than in traditional online environments, such as e-commerce. In addition to simply limiting self-disclosure, OSN users can also use privacy settings and manage their network size to ensure privacy. This complexity calls for an enhanced OSN privacy model that more completely explains privacy behaviors. Combining the privacy calculus model with part of the uses and gratifications approach, this paper proposes an OSN privacy model that depicts both antecedents (i.e., privacy concern, trusting beliefs, and personal interest) and outcomes (i.e., gratifications obtained) of perceived privacy and use behaviors. Using an Empanel survey sample collected from U.S. Facebook users, results show that privacy concern influences network size, trust influences privacy setting use and use frequency, and personal interest influences each privacy and use behavior. Findings also show that the privacy behaviors’ influence on gratifications obtained is complex in nature. A three-way interaction influences enjoyment and habit gratifications, and a two-way interaction influences bonding social capital. This paper provides opportunities for future research regarding OSN privacy behaviors, and it discusses practical implications.

中文翻译：

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了解 Facebook 隐私行为的前因后果：综合模型

在线社交网络 (OSN) 中的隐私比传统在线环境（例如电子商务）中的隐私更为复杂。除了简单地限制自我披露外，OSN 用户还可以使用隐私设置和管理其网络规模来确保隐私。这种复杂性需要增强的 OSN 隐私模型，以更完整地解释隐私行为。将隐私演算模型与部分使用和满足方法相结合，本文提出了一种 OSN 隐私模型，该模型描述了感知隐私的前因（即隐私关注、信任信念和个人兴趣）和结果（即获得的满足）和使用行为。使用从美国 Facebook 用户收集的 Empanel 调查样本，结果表明隐私关注影响网络规模，信任影响隐私设置使用和使用频率，个人兴趣影响每个隐私和使用行为。研究结果还表明，隐私行为对获得满足的影响本质上是复杂的。三向互动影响享受和习惯满足，双向互动影响社会资本的结合。本文为未来关于 OSN 隐私行为的研究提供了机会，并讨论了实际意义。