Examining factors that influence information disclosure on social network sites from the perspective of network externalities
| Date | 13 May 2019 |
| DOI | https://doi.org/10.1108/IMDS-02-2018-0060 |
| Published date | 13 May 2019 |
| Pages | 774-791 |
| Author | Samar Mouakket,Yuan Sun |
| Subject Matter | Information & knowledge management,Information systems,Data management systems,Knowledge management,Knowledge sharing,Management science & operations,Supply chain management,Supply chain information systems,Logistics,Quality management/systems |
Examining factors that influence
information disclosure on social
network sites from the
perspective of network
externalities
Samar Mouakket
Department of Management Information Systems,
University of Sharjah, Sharjah, United Arab Emirates, and
Yuan Sun
School of Business Administration,
Zhejiang Gongshang University, Hangzhou, China and
Zheshang Research Institute, Zhejiang Gongshang University, Hangzhou, China
Abstract
Purpose –The purpose of this paper is to develop a research framework by drawing on the network
externalities research and previous literature on information systems to understand the antecedents of
information disclosure. The framework postulates that the following network externalities are important
factors affecting social network sites (SNS) perceived usefulness (PU): perceived external prestige, referent
network size and perceived complementarity. In addition, the paper proposes that PU, habit and subjective
norms significantly affect information disclosure of SNS among Chinese users.
Design/methodology/approach –Data are collected from 251 Chinese university students who use SNS.
Structural equation modeling was applied to test the hypotheses presented in the model.
Findings –The findings provide support for all the hypotheses, with the exception of the influence of
referent network size on PU and the influence of subjective norms on information disclosure. Both perceived
external prestige and perceived complementarity have reported positive effect on PU of SNS. In turn, the
authors have found that PU and habit have positive effects on information disclosure.
Originality/value –SNS encourageusers to reveal personalinformation by allowing themto post photos and
videos and share their interests and feelings on the site. Yet, limited empirical research has investigated the
concept of self-disclosure of personalinformation particularlyamong Chinese users of SNS. To fill thisresearch
gap, the authors havedeveloped a research frameworkby drawing on the network externalitiesresearch and
previous literatureon information systems to understand the antecedents of informationdisclosure.
Keywords Subjective norms, Social network sites, Network externalities, Perceived usefulness,
Information disclosure, Habit
Paper type Research paper
1. Introduction
Social networking sites (SNS) are increasingly becoming an essential part of the daily life of
people and business organizations. Yet, this increasing popularity of SNS raises many
concerns about individual self-disclosure on SNS, since SNS allow individuals to connect
with others by creating a personal profile and sharing information, which consequently will
encourage them to disclose personal information, such as hobbies and contact details
(Trepte and Reinecke, 2013). Self-disclosure within the context of SNS can be defined as the
process by which an individual shares personal information (such as feelings, thoughts and
experiences) with others on his/her user’s profile and also in the communication process
with others (such as posting status updates) (Gool et al., 2015). Without revealing personal
information, users of a social network site may not be able to learn about each other, which
will affect the future growth and expansion of the site ( Jia et al., 2010).
Industrial Management & Data
Systems
Vol. 119 No. 4, 2019
pp. 774-791
© Emerald PublishingLimited
0263-5577
DOI 10.1108/IMDS-02-2018-0060
Received 5 February 2018
Revised 11 October 2018
Accepted 14 November 2018
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0263-5577.htm
774
IMDS
119,4
Despite the growing interest in studying the concept of self-disclosure of personal
informationon SNS, there is still limited investigation of the factors whichcan motivate users
to disclose information on SNS (Chen, 2013; Hollenbaugh and Ferris, 2014; Chang and Chen,
2014; Xie and Kang, 2015). Furthermore, although China attracts social network sites (SNS)
developers because of its large population, few recent studies have taken into consideration
Chinese usersperceptions of self-disclosureon SNS ( Jia et al.,2010; Liu and Brown, 2014; Chen
et al., 2016). In particular, we believe that little is known about the effect of network
externalities, perceived usefulness (PU), habit and subjective norms on users’disclosure of
information on SNS. This study addresses the limitations of prior studies in the following
ways. First, our study attempts to fill these research gaps by expanding our knowledge of
these criticalfactors affecting Chineseusers’disclosure of personal information on SNS which
can be vital to the survival and development of social networking sites as well as business
organizations in China. User information can be a valuable commodity, thus, obtaining such
information through SNS is vital for the development of strategic marketing plans by
companies seekingto enhance their competitiveedge. Second, our study extends theresearch
on network externalities in the context of self-disclosure which has not been thoroughly
examined, hence, ou r study proposes a fram ework to examine the eff ect of network
externalitiesconstructs on PU which in turn will influence self-disclosure within SNS context
in China. Third, little attention has been paid to the influence of PU, habit and subjective
norms on self-disclosure of information within SNS context.
This study has developed a research framework by drawing on prior network
externalities research and previous literature on SNS to understand the antecedents of
information disclosure among Chinese SNS users. Prior research has examined the influence
of different network externalities dimensions on different constructs within different
contexts. For example, Chiu et al. (2013) have examined the influence of the following
network externalities components on identification and satisfaction within SNS context:
perceived network size, external prestige, compatibility and complementarity. Zhou and Lu
(2011) have investigated the influence of perceived network size, and complementarity on
PU and satisfaction within mobile instant messaging context. Zhao and Lu (2012) have
examined the influence of perceived network size, and complementarity on perceived
interactivity within micro-blogging service setting. Bao (2016) has integrated network
externalities (perceived network size and complementarity) and social support to explore the
direct and indirect effects on continuance intention of SNS. Chang (2018) has developed a
theoretical model to investigate the determinants of continuance intention toward SNS by
integrating the perspectives of the uses and gratifications theory, perceived interactivity
and network externalities (perceived network size and complementarity). Li et al. (2018) have
investigated the influence of network size and perceived complementarity on network
benefits within massive online open courses.
In our study, we hypothesize that network externalities significantly influence the PU of
SNS among Chinese users. We have measured network externalities with the following
three factors: perceived external prestige, referent network size and perceived
complementarity, based on Chiu et al. (2013)’s measurements. We have chosen to examine
this relationship for the following reasons. First, PU is one of the fundamental constructs of
the Technology Acceptance Model (TAM) (Davis, 1989). But PU is also influenced by
exogenous variables, which vary according to the context (Yoon, 2009). Davis (1989) has
noted that further research is needed to address how other variables can affect PU.
Exogenous variables can be added to the TAM as a way of improving the original model
(Davis, 1989). A key aspect of the TAM, therefore, is to provide a basis for investigating the
influence of exogenous factors on endogenous factors of attitudes, and intentions toward
any technology including IS. Hence, the authors of this paper believe that integrating
exogenous factors into the PU will assist in providing a clearer picture of users’information
775
Information
disclosure
on SNS
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