Factors Affecting Privacy Disclosure on Social Network Sites: An Integrated Model

Users´ privacy disclosure behaviors on social network sites (SNSs) have great effects on sound development of websites and harmonious internet. For stealing and abusing privacy information on web enhance people´s privacy concern, users refuse to submit necessary information or submit fake information. After a review of TPB model and privacy calculus theory, an integrated model was proposed to explain privacy disclosure behavior on SNSs in this article, to find key factors affecting users´ privacy disclosure. According to privacy calculus, perceived benefit was combined into the TPB model. Some modifications were taken in TPB model to fit the scene of SNSs, and an integrated model was gotten. Redefinitions were given to information sensitivity and perceived benefit after literature reviewing. Through a study on mechanism of privacy concern and privacy disclosure, this article aims at reducing privacy concern, keeping order online and stimulating the development of SNSs.