Trust and Other Factors that Drive Students’ Self-Disclosure on Social Networking Sites (SNSs)

Abstract

The aim of this study is to examine the factors that drive students’ self-disclosure on Social Networking Sites (SNSs). A total of 215 undergraduates from two public universities in East Malaysia were recruited as respondents. This study adapts self-disclosure model by Elmi, A.Iahad and Ahmed (2012), where the model proposed trust as one of the factors that complementing other existing factors in online self-disclosure. This study proved that privacy concerns (r = -.212, p < .01), perceived trust (r = .22, p < .01), perceived ease of use (r = .213, p < .01), and perceived enjoyment (r = .28, p < .01) are significantly related to students’ online self-disclosure on SNSs. In addition, as trust plays a vital role in moderating the users’ online self-disclosure behavior, this study formulated students’ trusts on SNSs based on three dimensions which are individual, institutional and online trust. Findings of study suggested that there is a significant difference between online trust based on male and female respondents.Keywords: Formulation of trust, online self-disclosure, privacy concern, perceived ease of use, perceived enjoyment, perceived trust