- Title
- Exploring the privacy calculus on social networking services from a South African perspective
- Creator
- Mathew, Boney George
- Subject
- Data encryption (Computer science)
- Subject
- Public key cryptography Online social networks -- Research -- South Africa
- Date Issued
- 2020
- Date
- 2020
- Type
- Thesis
- Type
- Masters
- Type
- MIT
- Identifier
- http://hdl.handle.net/10948/46163
- Identifier
- vital:39510
- Description
- Social Network Services (SNSs) have revolutionized the way we communicate, interact and present ourselves before others. The business model of SNS’S like Facebook is primarily based on SNS’S user self-disclosure of personal information. It is argued that the SNS’S user conducts a cost-benefit analysis before deciding to self-disclose their personal information, and this user behaviour forms the basis of the Privacy Calculus Theory. Enjoyment, Self-Presentation and Relationship Maintenance is considered as the benefits and the Privacy Concerns of the users is considered as the costs of disclosing personal information.As national or regional culture could influence SNS’S user self-disclosure behaviour, it would be advantageous for multinational SNS’S’s like Facebook to understand the perceptions of SNS’S user’s from different nationalities. Currently, no studies have been conducted amongst the South African (SA) SNSs’ users’ self-disclosure behaviour. This research is aimed at understanding the South African SNSs’ users’ perceptions regarding their perceived costs, benefits and selfdisclosure using the Privacy Calculus theory. This study is a replication of a similar study undertaken amongst the United States of America (US) and German SNS’S users. To remain competitive in the market and to sustain the viability of their business model, SNS like Facebook will have to encourage user self-disclosure. Studies have proven that national cultures play an important role on the nature and extent of user disclosure (Krasnova & Veltri, 2010; Lewis, Kaufman, & Christakis, 2008). However, no similar research has been undertaken in South Africa, and currently we do not understand South African SNS users’ self-disclosure behaviour in terms of the privacy calculus theory. The primary objective of this study is to understand the perceptions of South African SNS’S users regarding the perceived benefits, costs, moderating factors and self-disclosure, using the Privacy Calculus Theory. To achieve this objective, we initially undertook a detailed literature review to understand the concept of information privacy, privacy calculus, information privacy policy and legal framework, SNS’S and self-disclosure and the various factors affecting self-disclosure. We then proceeded to validate the theoretical framework by collecting data from two South African universities, namely the Nelson Mandela University (NMU) and Walter Sisulu University (WSU (NMD Campus – Former University of Transkei)), by adopting the same methodology and instrument used in the original study (and the isiXhosa translation). The theoretical framework used for this study is based on the Privacy Calculus theory, which argues that users conduct a cost-benefit calculus before deciding to self-disclose their personal information. This analysis is further influenced by other moderating factors like trust, control and awareness. All these factors have been incorporated into the theoretical framework and the instrument, adapted from the original research was used to collect data from the participants. The data from 239 respondents, who finally qualified for analysis was collated and proceeded with the analysis of that data. The data was analysed in four stages using established statistical tests. The first three phases were used to determine the actual value placed by the users on selfdisclosure, its determinants and moderating factors, and the last phase concentrated on how each of the constructs included in the theoretical framework influenced the other constructs. The results obtained from the analysis provided valuable insights into the self-disclosure behaviour of South African SNS’S users. Entertainment was the primary benefit the students derived from using SNS like Facebook, followed by relationship maintenance and those who enjoyed the platform more tended to Self-Disclose more. Those who tended to derive more benefits from the platform were found to trust the platform and the other users of the network. The theoretical framework was validated and it was determined that privacy paradox exists within the South African SNS’S user community, meaning that even with high privacy concerns, these SNS users are willing to self-disclose their personal information.
- Format
- xiii, 144 leaves
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Engineering, the Built Environment and Technology
- Language
- English
- Rights
- Nelson Mandela University
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Mathew, BG 214347737 Dissertation April 2020.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |