||Location Disclosure via Mobile Application: Understanding Users Behavior When Check in on Facebook
||Location Disclosure via Mobile Application: Understanding Users Behavior When Check in on Facebook
||Institute of International Management
||Nguyen Ha Vy
Communication Privacy Management
Facebook has become the most visited social network and check in on Facebook has been considered as one of the most popular location based information sharing activities recently. Hence, this research is conducted on the growth of Facebook and analyze the users’ behavior when using social network sites features, particularly Facebook and its location based information sharing.
This research has been conducted based on Communication Privacy Management theory in order to understand which elements influence people’s privacy rule whether revealing or concealing personal information, together with Privacy Calculus theory to see the connection between risk and benefits, explaining people’s tradeoffs decision when it comes to privacy and personal information
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 Social Network Sites and Facebook. 1
1.1.2 Location Based Information Sharing (LBIS). 2
1.1.3 Check in on Facebook. 3
1.2 Research Motivation. 4
1.3 Research Gap. 5
1.4 Research Objectives. 6
1.5 Research Structure. 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Theoretical Background. 8
2.1.1 Petronio’s Communication Privacy Management (CPM). 8
2.1.2 Privacy Calculus Theory. 11
2.2 Definition of Research Variables. 12
2.2.1 Privacy Risk. 12
2.2.2 Benefit. 13
2.2.3 Context. 13
2.2.4 Motivation. 14
2.2.5 Gender. 15
2.2.6 Culture. 15
2.2.7 Intention to Check in and Actual Behavior. 16
2.3 Hypothesis Development. 17
2.3.1. The Relationship between Privacy Risks to Intention to Check In. 17
2.3.2 The Relationship between Benefit to Intention to Check in. 17
2.3.3 The Relationship between Context and Intention to Check in. 18
2.3.4 The Relationship between Motivation and Intention to Check in. 18
2.3.5 The relationship between Gender and Intention of Check in. 19
2.3.6 The relationship between Culture and Intention of Check in. 19
2.3.7 The Relationship of Intention to Check in and Actual Behavior. 20
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 21
3.1 Conceptual Model. 21
3.2 Experimental Design and Procedure. 22
3.2.1 Experimental Design. 22
3.2.2 Procedure 23
3.3 Variables and Definitions. 24
3.4 Hypothesis to be tested. 25
3.5 Measurement of Constructs. 25
3.5.1 Demographic Information. 26
3.5.2 Privacy Risk. 27
3.5.3 Benefits. 27
3.5.4 Motivation. 28
3.5.5 Intention to Check in. 29
3.6 Data Collection. 29
3.7 Data Analysis Procedure. 29
3.7.1 Descriptive Statistical Analysis. 29
3.7.2 Factor Analysis. 30
3.7.3 Reliability Analysis. 30
3.7.4 Analysis of Variance (ANOVA). 30
CHAPTER FOUR RESEARCH RESULTS 31
4.1 Respondents’ Characteristics. 31
4.2 Manipulation Check. 33
4.3 Descriptive Statistics. 34
4.4 Confirmatory Factor Analysis and Reliability Test. 38
4.5 Hypothesis Testing. 42
4.5.1 General Linear Model- Anova 42
4.5.2 Multiple Regression 45
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 48
5.1 Research Discussion and Conclusion 48
5.2 Theoretical Contribution and Practical Implication 51
5.2.1 Theoretical Contribution. 51
5.2.2 Practical Implication. 52
5.3 Limitation and Future Research. 52
Appendix 1: Experiment and Questionnaire Design 61
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