Intention to share: the relationship between cybersecurity behaviour and sharing specific content in Facebook

Abstract

Introduction. Sharing information on Facebook is becoming increasingly popular. Sharing text, video, voice, and pictures with unique content of the language-specific and sacred text, is becoming a trend. Consequently, issues of secure and trustable content have become increasingly important to all netizens. This issue has its foundations in the intention to share behaviour where the emphasis is on user security behaviour when sharing specific content. Method. The proposed theory was adapted and modified from previous research to empirically evaluate survey data collected from 154 Facebook users. A snowball sampling method was used. Analysis. A quantitative analysis was carried out on the data, which related to 154 Facebook users. This analysis used SmartPLS software. Results. The experience of information sharing was found to be an important determinant of personal outcome expectation as it explained about 89.9 per cent of the total variance. The ability to create and share information, subjective norms, feedback, information sharing self-efficacy, personal outcome expectations, and information security behaviour have become most important factors when intending to share specific content on Facebook. Conclusions. There is a theoretical understanding of security behaviour as a factor that promotes specific-content sharing behaviour on Facebook.