Abstract

This study examined U.S. Facebook users’ privacy concerns and how those concerns, the Facebook users’ perceived abilities to protect their privacy on social media, their perceptions and intentions regarding social media advertising, and their prior experience with data breaches affected their likelihood of experiencing social media fatigue. While previous research has identified general privacy concerns as a contributing factor to social media fatigue, this study proposed that privacy concerns mediate the effect of the other, identified variables to predict social media fatigue, thus contributing to the existing literature by conceptually integrating privacy calculus theory (PCT) and privacy protection motivation theory (PPMT) into a model that demonstrates the pivotal role of privacy concerns as a predictor of social media fatigue. The results indicated that, regarding consumer engagement with social media advertising, the conceptualization of the privacy paradox should not be limited to an assessment of perceived risks and benefits; it should also include users’ self-assessments of their ability to manage their personal data.

摘要

本研究调查了美国 Facebook 用户的隐私问题，以及这些问题、Facebook 用户在社交媒体上保护其隐私的感知能力、他们对社交媒体广告的看法和意图，以及他们之前的数据泄露经历如何影响他们体验社交媒体的可能性媒体疲劳。虽然先前的研究已将一般隐私问题确定为社交媒体疲劳的一个促成因素，但本研究提出隐私问题调解其他已确定变量的影响以预测社交媒体疲劳，从而通过概念上整合隐私演算理论为现有文献做出贡献(PCT) 和隐私保护动机理论 (PPMT) 的模型，展示了隐私问题作为社交媒体疲劳预测指标的关键作用。结果表明，关于消费者参与社交媒体广告，隐私悖论的概念化不应局限于对感知风险和收益的评估；它还应包括用户对其个人数据管理能力的自我评估。