Privacy calculus or heuristic cues? The dual process of privacy decision making on Chinese social media

Abstract

PurposeThe purpose of this paper is to explore the antecedents of self-disclosure intention on mobile social applications. This study integrates privacy calculus model and elaboration likelihood theory to reconcile the rational and heuristic views of privacy decision making.Design/methodology/approachUsing a “random dialing” sampling method, an empirical survey with 913 respondents was conducted. A series of regression models were employed to test the proposed relationships. Robust checks with sub-group analysis were conducted.FindingsSelf-disclosure intention develops along a dual route including the central route and the peripheral route. When the central route predominates, social media users form their attitudes toward self-disclosure based on a rational calculus of the privacy concern and perceived rewards. When the peripheral route predominates, users perform a more heuristic evaluation of relevant informational cues (information about privacy harms, the extent of information asymmetry between users and operators) and contextual cues (flow experience, privacy disclosure of friends). Peripheral cues moderate the relationships between central cues and self-disclosure intention.Originality/valueThis paper extends the Elaboration Likelihood Model by investigating the interaction between the central route and peripheral route. The results provide alternative explanations on the renowned “privacy paradox” phenomenon.