The purpose of this paper is to answer the question how important are privacy and communication and self-expression needs in social networks on the internet, especially in the case of uploading photos. Therefore, the existing privacy calculus model of Dinev and Hart (2006) will be enlarged with new constructs and checked for validation.,For the application and verification of the proposed research model, an online survey was carried out. Within the data analysis phase, several methods, for example, exploratory factor analysis and confirmatory factor analysis, have been integrated, and the most important measures (e.g. Cronbach’s alpha and fit indices) have been calculated. This allows the existence of the requirements for important quality criteria for measurement models, for example, reliability, convergent validity, discriminant validity and model fit, to be checked.,The results confirm the fit of the proposed research model. The needs of all quality criteria are fulfilled. This indicates that the proposed research model helps to investigate the influence of privacy and communication factors on online behavior. In addition, the results show that the willingness to provide images on the internet is highly influenced by communication and self-presentation needs and the internet trust also has an influence on the willingness to provide images on the internet.,This paper is the first, to the best of the authors’ knowledge, which considers privacy concerns and communication needs when analyzing the behavior of users of social network services, exemplarily for the case of uploading photos. This will give the growing research field of online services a new tool to properly take these important factors into account.

中文翻译：

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隐私和交流因素对在线行为的影响

本文的目的是回答以下问题：在互联网上的社交网络中，尤其是在上传照片的情况下，隐私，通讯和自我表达的需求有多重要。因此，Dinev and Hart（2006）的现有隐私演算模型将通过新的构造进行扩展并进行验证。为了对所提出的研究模型进行应用和验证，进行了在线调查。在数据分析阶段，已整合了多种方法，例如探索性因子分析和确认性因子分析，并且已计算出最重要的度量（例如Cronbach的alpha和fit指数）。这样就可以满足对测量模型的重要质量标准的要求，例如可靠性，收敛效度，判别效度和模型拟合度有待检验。结果证实了所提出研究模型的拟合度。满足所有质量标准的要求。这表明所提出的研究模型有助于调查隐私和通信因素对在线行为的影响。此外，结果表明，在互联网上提供图像的意愿受到沟通和自我表达需求的强烈影响，并且互联网信任也对在互联网上提供图像的意愿产生影响。据作者所知，在分析社交网络服务用户的行为时（例如，上传照片的情况），它考虑了隐私问题和通信需求。