Privacy Tradeoff and Social Application Usage
사생활 주고받기와 소셜어플리케이션 사용
저자 : Ben C.F. Choi, Zhenhui Jiang, Bharat Ramesh, Yizhou Dong
2016. 04. 02
정리 : 스마트융합컨설팅학과 박사과정 홍 정 훈, 이 정 환
목차
1
Introduction
2
Literature Review
3
Research Model and Hyopthesis
4
Research Methodology
5
Data Analysis and Results
6
Discussion
7
Contributions
8
Limitations and Future Directions
2
1. Introduction
1. 연구 배경
1) Online Social networks(OSNs) Such as Facebook and MySpace have introduced third-party
developed social applications(social apps), which have attracted massive usage across the
globe.
2) Previous studies found that social apps usage facilitates exhibitionism, which may manifest
in show-off behaviors on online social networks.
3) To exhibit users’ usage, social apps often incorporate an impersonation feature, which
makes posting of app usage on behalf of users.(MapMyRun)
4) While individuals might be attracted by the attention stirred up by the posting made by
the social app, individuals are at times determined by the privacy invasions triggered by
the automated posting
5) No research has been done to examine individuals’ privacy perceptions when they are
subject to exposures made by social apps.
6) Most studies have focused on examining tangible cost and tangible benefit.
7) Given the essentiality of profile information acquisition, individuals typically focus on the
intangible risks and benefits when using social apps.
2. 연구 방향
1)What drives/deters individuals’ usage of social apps?
2)How key attributes of social apps shape individuals’ cost-benefit trade-off, which in turn
influence their usage intention.
3)Based on the multidimensional developmental theory, we posit that individuals’ privacy
tradeoff is affected by three aspects of social apps.
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2. Literature Review
2.1. Stimulus-Organism-Response Framework
▶The SOR framework posits that external stimuli(S) could influence cognitive
organism(O), which can lead to a behavioral response in the organism.
-impulse purchasing behavior on e-commerce websites(Parboteeah et al.)
-impacts of technological and spatial stimuli on the virtual experience of a
consumer and how this affected their purchase intention of virtual products.
▶ SOR framework provides an appropriate theoretical perspective in
understanding individuals’ usage behavior.
-Such as social influence and design cues factors that influence consumers’
attitudes towards mobile applications.
-Consumers’ attitudes played an important role in driving their usage of mobile
applications
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2. Literature Review
2.2. Multidimensional Developmental Theory(MDT)
▶ MDT is provides the theoretical basis for identifying the stimulus specific to
the context of social app usage
-individuals consider several key aspects of situations when their privacy is concerned,
such as information management, social environment, and interaction management.
-Information Management : pertains to the disclosure of personal information
sensitive information requests often elevated consumers’ privacy concerns whereas they
would be less worried about privacy when the information requested was less
sensitive(Hui et al)
-environmental element : subsumes the influence of the social context in influencing
individuals’ privacy-related perceptions.
individuals focus on their friends’ opinions and behavior when evaluationg the social
environment
when the majority of an individuals’ social networks have adopted he or she is likely to
have a rich social networking experience in using the app.
the extent of peer adoption provides social assurance for the quality and security of the
social apps
-interpersonal management : the ability to regulate interactions in social exchange
emphasizes the importance of control in the exchange of personal information
the management of personal information flow was key to individuals’ evaluation of cost
and benefit in social exchange
▶MDT to identify the external stimuli which influence individuals’ privacy
tradeoff in social app usage
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2. Literature Review
2.3. Privacy Calculus and Behavioral Outcomes
▶ Privacy Calculus helps understand individuals’ cognitive evaluation processes
-they undergo a privacy calculus to evaluate the cost and benefit of the exchange
-privacy calculus have examined online commerce, location-aware marketing, and online
social interactions
-In this study, individuals’ cost and benefit evaluations are represented by privacy risk and
image enhancement.
▶privacy risk refers to the degree to which and individual believes that a high
potential for loss is associated with social app usage.
-aspects of privacy situations that induce(유도하다) privacy risk, including sensitivity of
exposures and subjective norm(주관적 규범)
-individuals’ behavior is influenced by privacy risk
-is detrimental(해로운) to disclosure behavior in online commercial transactions
-significantly reduced users’ disclosure of personal information
▶image enhancement : the extent to which and individuals’ social image is
enhanced by using the social app
-individuals enhance social image by carefully promoting their social identities to
their community
-the outcome of careful demonstration of one’s desirable ability in the presence
of a peer audience
-is useful in examining individuals’ behavior in social interactions
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3. Research Model and Hypothesis
▶ On the basis of the SOR framework, we integrate MDT
-the SOR framework posits that external stimuli are important determinants of individuas’
cognitive processes
-to represent the important role of information management in social app usage, we exmine
the extent of exposure sensitivity
-how network scope affects individual’s privacy tradeoff(social environment)
-interpersonal management is exanmined through transparency of self
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3. Research Model and Hypothesis
3.1 Exposure Sensitivity and Privacy Risk
▶ H1a : Higher exposure sensitivity will increase privacy risk
-profile name and interests are typically considered less sensitive information
-geographical related information, financial information, bio-data are generally considered
highly sensitive
-The exposure of highly sensitive information might subject individuals to unforeseeable harm
such as stalking and identity thieves.
-when th usage of social apps involves revealing highly sensitive information, individuals
might be especially concerned about privacy risk
▶ H1b : Higher exposure sensitivity will reduce image enhancement
-When information sensitive is low, individuals’ desired social image is maintained and hence
higher image enhancement is perceived.
3.2 Transparency of self and Image enhancement
▶ H2a : Higher transparency of self will increase privacy risk
-transparency of self is high, individuals privacy might come under substantial threat.
▶ H2b : Higher transparency of self will increase image enhancement
-image enhancement is about the way the social app augments individuals’ desired image in
online social networks.
-Technologies with high transparency of self are known to better satisfy individuals’
utilitariand, hedonic, and social needs.
-an app that helps demonstrate individuals’ desired characteristics in general is more likely to
fulfill their self-presentation needs.
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3. Research Model and Hypothesis
3.3 Network Scope and Privacy Tradeoff
-Network scope is defined as the size of an individual’s online social network
▶ H3a : There is an interaction effect between exposure sensitivity and network
scope on privacy risk, i.e., the effect of exposure sensitivity on privacy risk is
stronger when network scope is larger
▶ H3b : There is and interaction effect between exposure sensitivity and
network scope on image enhancement, i.e., the effect of exposure sensitivity on
image enhancement is stronger when network scope is small
▶ H4b : There is and interaction effect between transparency of self and
network scope on privacy risk, i.e., Compared to a large network scope, the
effect of transparency of self on privacy risk is stronger when network scope is
small
▶ H4b : There is and interaction effect between transparency of self and
network scope on image enhancement, i.e., Compared to a large network scope,
the effect of transparency of self on image enhancement is stronger when
network scope is small
3.4 Privacy Tradeoff and Usage Intention
▶ H5a : Higher privacy risk will reduce usage intention
▶ H5b : Higher image enhancement will increase usage intention
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4. Research Methodology
▶
▶
▶
▶
Target population for data collection : social app users
Pilot test : 30 active social app users
students who had social app users(university forum and some popular websites)
The online survey ran for 2 weeks, 217 completed surveys were received
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5. Data Analysis and Results
5.1.
The Measurement
Model
▶ SmartPLS(version
2.0M3)
▶ the item loading should exceed 0.70meets this criterion
▶ Regarding internal cosistency, composite reliability scores and Cronbach’s alpha scores for
every construct are well above 0.70
▶ AVE score for every construct, ranging from 0.80 to 0.88
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5. Data Analysis and Results
5.2. The Structural Model
▶ All control variables(the recalled app, age, gender, Facebook experience, and social app
usage experience) had insignificant impact on usage intention(p>0.05)
▶ All five hypothesis were supported
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6. Discussion/7. Contributions
6. Discussiong
1. The cost in the tradeoff is subsumed in privacy risk, the benefit is
embodied in image enhancement.
2. Social app usage intention is negatively driven by privacy risk and positively
motivated by image enhancement.
3. Exposure sensitivity, network scope, and transparency of self are derived
based on multidimensional developmental theory.
7. Contributions
1. We contribute to the IS literature by identifying antecedents of privacy
tradeoff in the context of social app usage
2. Prior studies fail to recognize that intangible benefit and privacy cost are
equally important in understanding individuals’ privacy tradeoff in the
context of social app usageWe explicitly differentiated between privacy
risk, which represents the cost component, and image enhancement, which
exemplifies the benefit component. Privacy risk is indeed distinct from
image enhancement.
3. We also strengthen prior privacy-related studies by extending the
understanding privacy to the context of social app usage. offers a
concrete account of how privacy concerns and image enhancement shape
usage of social apps
4. Offers several important practical contributions
-show that network scope is a critical attribute of social app evaluation
-to help manage the impact of network scope, social app providers can
introduce capabilities that allow users manage the visibility of the posting
associated with their social app usage.
-recommend that social app providers enhance existing technical features
to effectively mitigate the impact of exposure sensitivity.
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8. Limitations and Future Directions
▶ Our findings may be confounded by the specific social apps that our respondents
considered.
▶ it could be possible that our findings are specific to the student samples and not
necessrily generalized to other populations.
Despite this concern, university students are reported to represent a huge
portion of the actual population engaging actively in social app usage.
▶this study opens up a number of exciting directions worthy of further pursuit.
individuals may behave differently if they have actual usage experience.
this study examines individuals’ initial evaluation and usage of social apps.
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