Mohammad Salehan
Department of ITDS
University of North Texas
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Introduction
Literature review
Research model and hypotheses
Methodology
Discussion
Conclusion
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Social networking sites (SNS) are
communication channels
Recent concern about trust in SNSs
Previous work on the effect of trust on SNSs
◦ TAM-based
◦ Subjects are the outsiders
◦ Concentrated on the intention to use
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What’s the effect of trust on the insiders?
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Two dimensions from the perspective of the
degree of information sharing
◦ Sharing regularity
 The width dimension
 The frequency of sharing information
◦ Sharing density
 The depth dimension
 The degree of private information shared by a SNS user
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Propose a research model describing two
dimensions of sharing behavior in social
networking sites
Empirical validation of the proposed research
model using data collected from SNS users
Provide insights regarding SNS users’ sharing
behavior and its antecedents
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Study
Findings
Boyd and Ellison
(2007); Brown et al.
(2007)
SNS research focus: impression management
and friendship performance, networks and
network structure, online/offline connections,
privacy issues, and online marketing
Boyd and Ellison
(2007);
Privacy concerns regarding SNSs especially
concerning the safety of younger users
Young and QuanHaase (2009)
Three privacy concerns of SNS users: their
misused, sold, or observed by unintended
audiences
Effect of profile visibility and network size on
information disclosure
Lewis et al. (2008);
Gender and privacy concerns
SNS intensity and privacy concerns
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Study
Findings
Tufekci (2008)
Age and information disclosure
Gender and privacy concerns
Fogel & Nehmad
(2009)
Gender and privacy concerns
Pavlou (2011)
Trust is a central variable associated with
information privacy
Doney et al., (1997)
Study of trust in different disciplines
Trust as “the perceived credibility and
benevolence of a target of trust”
Mayer et al. (1995)
the willingness of a party to be vulnerable to
the actions of another party
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Study
Findings
Valenzuela et al.
(2009)
Effect of Facebook intensity on social capital
dimensions (life satisfaction, social trust, and
political and civic participation)
Ellison et al. (2007);
FaceBook usage and social capital
Steinfield et al. (2008)
Pavlou (2003)
Trust as an important part of web-based
systems
Gefen et al. (2003)
Integrity, benevolence, ability, and predictability
of e-vendors
Gefen (2004)
Role of trust in e-commerce
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Study
Findings
Gefen (2000, 2004), Pavlou (2003),
Basso et al. (2001), Suh & Han
(2003), Corbit et al. (2003),
Salisbiury et al. (2001)
The effect of trust on purchases over the
internet
Chai & Kim (2011)
Effect of ethical culture, sense of belonging
to the SNS, and social ties among members
on knowledge sharing
DiMicco et al. (2008)
Knowledge sharing on SNS as an
instrument for career advancement and
convincing the others to support ideas and
projects
Ardichvili et al. (2003)
Security and confidentiality considerations
cause some employees to use old
techniques of knowledge sharing
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Survey
7-item Likert scale
Social trust: Valenzuela et al. (2009)
Trust in SNS: Fogel & Nehmad (2009)
Attitude toward sharing and subjective norm:
Bock et al. (2005)
Sharing density and sharing regularity: Young
& and Quan-Haase (2009)
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126 undergraduate students
Final sample count: 117
Usable sample rate: 93%
67% male
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ATS1
ATS2
ATS3
ATS4
ATS5
SD1
SD2
SD3
SN1
SN2
SN3
SN5
SN6
ST1
ST3
ST4
ST6
ST8
ST9
TS1
TS2
TS3
TS4
SR1R
SR2R
Attitude
toward
Sharing
0.901594
0.896013
0.853036
0.825145
0.780765
Sharing
Density
Sharing
Regularity
Social
Trust
0.611509
0.890345
0.817227
0.739771
0.765602
0.784561
0.689338
0.839131
0.873862
0.852222
0.882970
Subjective
Norm
Trust in
Website
0.664875
0.902359
0.852769
0.631667
0.598947
0.832338
0.896086
0.884813
0.854109
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Composite
Reliability
Attitude toward Sharing 0.929884
Sharing Density
0.821890
Sharing Regularity
0.859034
Social Trust
0.905116
Subjective Norm
0.855077
Trust in Website
0.923788
Cronbach’s
Alpha
0.905468
0.677973
0.672763
0.875103
0.811941
0.889938
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Identification two dimensions of users’
sharing behavior in SNS context
Application of a well-known theory (TRA) to
determine SNS users’ sharing activity
Use both social trust & trust in website
simultaneously to predict SNS users’ sharing
behavior
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Finding different trust-making mechanisms
to increase SNS users’ trust
Working toward improving attitude toward
sharing in SNS users
Increase SNS activity to increase information
disclosure
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Undergraduate student sample
Single major students
67% of respondents were male
Low cultural diversity sample
New constructs with low Cronbach’s alpha
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Using better sample
◦ Different age and education groups
◦ Different cultures and countries
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Check the effect of demographic attributes
Factors affecting trust in website
Factors affecting attitude toward sharing
Incorporation of privacy in the model
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The study of sharing behavior
of user in SNS environment
Two dimensions of SNS sharing
behavior
The effect of social trust, trust
in SNS, and attitude on two
dimensions of SNS sharing
behavior
The Effect of sharing regularity
on sharing density
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