| Popis: |
Social networking sites usage has shown a meteoric rise over the past decade. Social networking sites survive and thrive based on the information that users disclose. The willingness of users to disclose their information lies at the core and is the driving force of the economies of these sites. This study proposed and tested an integrated theoretical framework for self-disclosure on social networking sites. Drawing from three different theoretical perspectives viz. self-congruency theory, privacy calculus theory, and extension of unified theory of acceptance and use of technology (UTAUT2), a research model was formulated. The model was tested using survey data of 380 university students. Facebook was used as a prototype for this research. This study examined the effects of the variables emanating from the three different theoretical perspectives mentioned above on the attitudinal, intentional, and behavioral aspects of self-disclosure on social networking sites. Further, the effects of self-congruency and perceived control on trust in social networking sites and its members were evaluated. The contributions to theory and practical implications of the findings are discussed. |
