Users’ Information Privacy Concerns and Privacy Protection Behaviors in Social Networks: Evidence from India

Abstract

Purpose: This research aims to understand the impact of antecedents of users’ information privacy concerns (UIPC) on privacy protection behavior (PPB) in social networks. Design/ Methodology/ Approach: The conceptualization of the research model is grounded in the Social Cognitive and Protection Motivation theories. Survey questionnaires were used to collect empirical data from 337 university students; out of which 306 samples were included in analyses. The proposed research model was analyzed using structural equation modelling technique in SPSS AMOS 20. Findings: Perceived vulnerability, perceived severity and self-efficacy were found to be significantly affecting UIPC. However, Rewards and response efficacy did not contribute to UIPC. The linkage between UIPC and PPB was found to be statistically significant. Implications: This empirical study will offer newer insights into the existing theoretical foundations of privacy in the context of social networks. Also, the findings will assist the social networking website providers to develop and implement privacy protection strategies to safeguard the users from privacy threats. Originality/ Value: Since last decade, the rapid growth of social networks has raised serious concerns in terms of breach of privacy. The present research makes a novel attempt to provide empirical evidence of the relationship between UIPC and PPB in the Indian context. Hence, it tries to bridge the gap between theoretical and practical aspects of information privacy.