Information privacy disclosure on social network sites : An empirical investigation from social exchange perspective

Purpose As social network sites (SNS) have increasingly become one of the most important channels for communication, the related privacy issues gain more and more attention in both industry and academic research fields. This study aims to connect the antecedents of information privacy disclosure on SNS. Design/methodology/approach Based on exchange theory, this study tries to investigate the decision-making process for information privacy disclosure on SNS. Factors from both user’s and website’s perspectives are taken into account in the proposed model. Findings The results suggest that an individual’s perceived benefits will increase their willingness to disclose information privacy on SNS, but perceived risks decrease this kind of willingness. The authors also find social network size, personal innovativeness and incentive provision positively affect people’s perceived benefits. Originality/value Moreover, privacy invasion experience enhances perceived personal risks, but website reputation helps to reduce perceived risks.