230 likes | 348 Views
Sharing Behavior in Social Networking Websites: The Two Dimensions. Mohammad Salehan Department of ITDS University of North Texas. Overview. Introduction Literature review Research model and hypotheses Methodology Discussion Conclusion. Introduction.
E N D
Sharing Behavior in Social Networking Websites: The Two Dimensions Mohammad Salehan Department of ITDS University of North Texas
Overview • Introduction • Literature review • Research model and hypotheses • Methodology • Discussion • Conclusion
Introduction • 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 • What’s the effect of trust on the insiders?
Sharing Behavior in SNSs • 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
Objectives • 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
Measurement • 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)
Subjects • 126 undergraduate students • Final sample count: 117 • Usable sample rate: 93% • 67% male
Implications for Theory • 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
Implications for Practice • 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
Limitations • Undergraduate student sample • Single major students • 67% of respondents were male • Low cultural diversity sample • New constructs with low Cronbach’s alpha
Future Research • Using better sample • Different age and education groups • Different cultures and countries • Check the effect of demographic attributes • Factors affecting trust in website • Factors affecting attitude toward sharing • Incorporation of privacy in the model
Conclusion • 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