Abstract
Location disclosure behavior on social network sites (SNS) has developed rapidly. However, the influencing factors have not been adequately studied. Based on social cognitive theory and the concept of face, this study developed a research model to explain the factors with uniquely Chinese characteristics that predict WeChat users’ location disclosure. Using survey data collected from WeChat users in China (N = 545), the model is tested by a structural equation modeling (SEM). The results show that a desire to gain face, a fear of losing face, social norms, trust in SNS members and trust in an SNS provider positively influence WeChat users’ intention to disclose location information. Moreover, trust in SNS members can also boost trust in an SNS provider. Finally, both theoretical contributions and practical implications are discussed.
Highlights
Social network sites (SNSs) refer to “the web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system” [1]
The Cronbach’s α values of these six constructs were greater than 0.8, which implies that the measurement results of these six variables in the scale are reliable [49]
The results showed that desire to gain face (β = 0.15, p < 0.001), fear of losing face (β = 0.09, p < 0.05), social norms (β = 0.42, p < 0.001), trust in social network sites (SNS) members (β = 0.13, p < 0.01), and trust in SNS providers (β = 0.16, p < 0.001)
Summary
Social network sites (SNSs) refer to “the web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system” [1]. Location disclosure allows users to consciously show their social life and present themselves in a desirable manner by selectively revealing some locations over others [2]. Location disclosure behavior on SNSs has become a natural vehicle for SWOM (social word of mouth) for the locations at which users check in [3], such as restaurants and stores.
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