The Users’ Intention to Disclose Location Information in Social Network Site: The Effect of Privacy Calculus and Personality Traits

Abstract

Although privacy concern has been paid great attention over time and across disciplines, it is still considered as main inhibitor for disclosure decision, especially in mobile environment where smartphones, wearable devices and location-based services bring it to a new level. In this study we employ privacy calculus perspective framework to reaffirm effects motivators and inhibitors on disclosure intention of location information. Also, Big Five model is used to examine the impacts of disposition factors, such as personality traits, on concern for privacy. Data were collected from 298 respondents, who are representatives for social network users using smartphones. Our findings reaffirm privacy calculus perspective framework in a different culture and environment. Also, effects from personality on privacy concerns are giving interesting theoretical and practical implications for service vendors as well as legislators.