Эффекты доверия, безопасности и конфиденциальности на сайтах социальных сетей. Применение подхода, основанного на безопасности, для понимания моделей поведения при принятии (переходу к повседневному использованию).

The effects of trust, security and privacy in social networking: A security-based approach to understand the pattern of adoption

Abstract

Social network services (SNS) focus on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. This study examines security, trust, and privacy concerns with regard to social networking Websites among consumers using both reliable scales and measures. It proposes an SNS acceptance model by integrating cognitive as well as affective attitudes as primary influencing factors, which are driven by underlying beliefs, perceived security, perceived privacy, trust, attitude, and intention. Results from a survey of SNS users validate that the proposed theoretical model explains and predicts user acceptance of SNS substantially well. The model shows excellent measurement properties and establishes perceived privacy and perceived security of SNS as distinct constructs. The finding also reveals that perceived security moderates the effect of perceived privacy on trust. Based on the results of this study, practical implications for marketing strategies in SNS markets and theoretical implications are recommended accordingly.

1. Introduction

Online SNS, such as MySpace, Facebook, and Twitter, have experienced exponential growth in membership in recent years (Barker, 2009). An SNS represents a virtual community in which people with shared interests can communicate by posting and exchanging information about themselves. Internet chat rooms or forums provide users with their own platform to create, build, and share information about activities and interests. The main types of SNS contain directories of some categories meant to connect friends and recommended systems linked to trust (Brocke et al., 2009). Popular methods now combine many of these, with MySpace and Facebook being the most widely used in North America. Twitter has played a critical role in updating real-time basis for the recent Haiti’s devastating earthquake. Haitians used Twitter to get words of their situation out to the world, even as those with family in Haiti still could not reach loved ones via cell-phone.