Abstract Information privacy and disclosure have been prominent issues revolving around social media. We adopted communication privacy management theory, the persuasion knowledge model, and the technology acceptance model and conducted a survey with 526 subjects and examined their privacy management on Facebook and the conditions upon which their decision to reveal or withhold private information was contingent. The results showed that consumers set up different privacy boundaries for different types of personal information. Social identity information and daily life and entertainment information tended to be shared more freely, while personal contact information was mostly withheld. Knowledge of and concern regarding technology ubiquity and companies’ business strategies involving big data were the strongest predictors of privacy protection behavior and privacy settings on Facebook. Online trust and Facebook intensity also interacted and jointly predicted privacy concerns. This study brought to researchers’ attention how big data are being used by marketers to target consumers.

中文翻译：

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大数据时代Facebook上的消费者隐私关注和隐私保护：来自大学生的经验证据

摘要信息隐私和披露已成为围绕社交媒体的突出问题。我们采用了通信隐私管理理论，说服知识模型和技术接受模型，并对526名对象进行了调查，并检查了他们在Facebook上的隐私管理以及他们决定公开或保留私人信息的条件。结果表明，消费者为不同类型的个人信息设置了不同的隐私边界。社交身份信息以及日常生活和娱乐信息倾向于更自由地共享，而个人联系信息大部分被保留。对技术无处不在以及涉及大数据的公司业务策略的了解和关注是Facebook上隐私保护行为和隐私设置的最强预测指标。在线信任和Facebook强度也相互作用并共同预测隐私问题。这项研究引起了研究人员的注意，营销人员如何使用大数据来定位消费者。