Prior Negative Experience, Online Privacy Concerns and Intent to Disclose Personal Information in Chinese Social Media

A paper survey of 489 Chinese college students was conducted in spring, 2012 to test a conceptual model of online information disclosure in social media. It shows that young Chinese SNS users' prior negative experience of online disclosure significantly increased their online privacy concerns and their perceived risk. Their online privacy concerns undermined their trust of online companies, marketers and laws to protect privacy and elevated their perceived risk. Their trust strongly predicted their intent to disclose the lifestyle and sensitive information. Their online privacy concerns only inhibited them from disclosing sensitive information in social media. However, their prior negative experience did not directly predict their intent of self-disclosure on SNS. Implications for academia and industry are discussed.

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