Evaluation of Users’ Privacy Attitudes and Behaviours in Online Social Networking Presented By...

Evaluation of Users’ Privacy Attitudes and Behaviours in Online Social Networking

Presented By

Kobina Richardson

Principal Supervisor: Dr. Sameera MubarakAssociate Supervisor: Dr. Kim-Kwang Raymond Choo

Introduction

The rapid expansion of online social

networking (OSN)

Growing privacy issues and concerns

Significant research topic

Purpose of Study

This study purports to evaluate OSN users’ self-disclosure behaviours in relation to their attitudes towards privacy in order to determine whether the association between the two is significant enough (i.e., rationally consistent) or insignificant (i.e., represent a challenge to the general assumption of rationality) to warrant the need for further research into the underlying factors, other than users' privacy attitudes, that encourage or facilitate their self-disclosure behaviours.

Research Objectives and Contribution

The objectives of this research are:

Objective 1: To highlight the importance of OSN users’ self-disclosure behaviours in relation to protecting the privacy of personal information.

Objective 2: To determine the significance or otherwise of OSN users’ attitudes towards privacy in relation to their self-disclosure behaviours.

Contribution: To provide one of possibly several directions for future research that incorporates more precise models of users’ self-disclosure behaviours.

Research Question

Are OSN users’ self-disclosure behaviours determined

predominantly by their privacy attitudes?

Structure of Thesis

This thesis comprises 5 chapters:

Chapter 1: Introduction of topic

Chapter 2: Literature review

Chapter 3: Research Methodology

Chapter 4: Results and Discussion

Chapter 5: Conclusion

Chapter 2: Literature Review

1. Overview of Online Social Networking (OSN)

a) Background Knowledge− Defining Web 2.0− What is Social Media− Brief History of Social Media

b) Defining Online Social Networking (OSN)− What is OSN?− Architecture of OSN Website

2. Concepts of Attitudes and Behaviours

3. Overview of Privacy in OSN

a) What is Privacy?− Information Privacy, Personal Information, and Personally

Identifiable Information (PII)

b) OSN Privacy Awareness

c) Privacy Concerns in OSN

d) Self-Disclosure Behaviours

Chapter 3: Research Methodology

Formulate a research question

Conceptualise a research

design

Develop an instrument for data collection

Select a sampleCollect dataAnalyse data

Write a research report

1. The Research Process

Sampling Types

SAMPLING TYPES

Random (Probability) Sampling

Data Collection Methods

Methods of Data Collection

Secondary Sources

Documents

Government Publications

Existing Research Data

Census Records

Primary Sources

Observation

Participant

Non-participan

t

Interviewing

Structured

Unstructured

Questionnaire

Mailed

Collective

Online

Chapter 3: Research Methodology contd.

2. Types of Research

Types of Research

Application

Pure Research

Applied Research

Objectives

Descriptive Research

Exploratory Research

Correlational Research

Explanatory Research

Enquiry Mode

Quantitative Research

Qualitative Research

Mixed Methods Research

Quantitative Approach Qualitative Approach

PhilosophyApproach to research is embedded in the philosophy of rationalism.

Approach to research is entrenched in the philosophy of empiricism.

Methodology

Follows a highly structured, logical and predetermined enquiry path that applies scientific principles.

Follows a more open, flexible and evolving structure that permits changes of research emphasis when necessary as the research progresses.

Suitability (Application)

More suitable for measuring or quantifying the extent of a variation in a phenomenon.

More appropriate for exploring the nature of diversity in a phenomenon.

Objective

Focuses the measurement of variables and the objectivity of the process to explain causal relationships between variables.

Focuses on the understanding and clarification of underlying cognitive behaviours (i.e., feelings, motivations, perceptions, attitudes, etc.) and situations.

Sampling

The necessity to select samples of sufficient size in order to make generalisations and broad conclusions.

Less focus on making generalisations, therefore the study of smaller size samples.

Researcher Role

Researcher independence of what is being researched.

Researcher is intimately part of the research process.

Major differences between quantitative and qualitative approaches to research


3. The Data Collection Process

a) The use of questionnaire

b) The study population

c) Recording the data (how respondents’ answers were recorded)


4. Processing the data collected

Raw Data Collected EditingCoding

• Developing themes and performing Content Analysis

• Developing a code book

• Pre-testing the code book

• Coding the data

• Verifying the coded data

Analysis• Developing a

frame of analysis• Computer

Analysis• IBM

SPSS• Microso

ft Excel 2007


1. Presentation and discussion of results

2. Discussion of findings

3. Limitations of the study

4. Future research

Presentation and Discussion of Results

1. Demographic Information

2. Information Privacy Concerns

3. OSN users’ self-disclosure behaviours

4. Frequency of OSN usage

5. Benefits derived from using OSN

6. Ease of accessing OSN and

7. Respondents’ comments


1. Demographic Information

Fe-male44%

Male56%

18-2490%

25-349%

46 or older1%

Fig. 1: Respondents by Gender

Fig. 2: Respondents by Age

Australia64%

China12%

Others22%

Fig. 3: Respondents by Nationality


2. Information Privacy Concernsa) OSN users’ concerns about protecting the privacy of

personal information1. Questionnaire Item 1: In general, I am concerned about my information privacy when using the

Internet (IPConcern_1).2. Questionnaire Item 2: I am concerned about people I do not know obtaining personal information

about me from my OSN activities (IPConcern_2).3. Questionnaire Item 3: I am concerned that my OSN provider is collecting too much personal

information about me (IPConcern_3).4. Questionnaire Item 4: I am concerned about submitting personal information on OSN, because of

what others might do with it (IPConcern_4).5. Questionnaire Item 5: I am concerned about submitting personal information on OSN, because it

could be used in ways I did not anticipate (IPConcern_5).

Response IPConcern_1 IPConcern_2 IPConcern_3 IPConcern_4 IPConcern_5

Strongly Agree 24 30 18 21 28

Agree 30 26 30 30 28

Neutral 27 22 32 32 30

Disagree 14 13 11 8 10

Strongly Disagree 3 8 8 8 3

No Response 1 - - - -

Total 99 99 99 99 99


2. Information Privacy Concernsb) OSN users’ perceptions of trust in their OSN hosting

providers1. Questionnaire Item 1: I feel that the privacy of my personal information is

protected by main social networking website (SNS_Protect)

2. Questionnaire Item 2: I trust that my main social networking website will not use my personal information for any other purpose (SNS_Trust)

3. Questionnaire Item 3: My main social networking website provider might divulge my information to other parties without my explicit consent (SNS_Distrust).

Response (SNS_Protect) (SNS_Trust)(SNS_Distrust

)Overall Average

Strongly Agree 6 10 10 9

Agree 24 24 29 26

Neutral 48 29 36 38

Disagree 14 27 15 19

Strongly Disagree 7 9 9 8

Total 99 99 99 99


2. Information Privacy Concernsc) OSN users’ perceptions of trust in their OSN hosting

providers

1. Questionnaire Item 1: Submitting personal information on OSN involves risks because of what others might do with it (OSN_Risk1)

2. Questionnaire Item 2: Submitting personal information on OSN involves risks because it could be used in a way I did not anticipate (OSN_Risk2)

Response OSN_Risk1 OSN_Risk2

Strongly Disagree 1 1

Disagree 8 8

Neutral 25 26

Agree 47 43

Strongly Agree 18 21

Total 99 99


3. OSN users’ self-disclosure behaviours

Questionnaire Item 4: What types of personal information have you revealed in your profile (S-D_4)?

Response Frequency

Excessive Disclosure 21

High Disclosure 29

Moderate Disclosure 30

Limited Disclosure 8

Basic Disclosure 11

Total 99


4. Frequency of OSN Use

Facebook59%

Google+25%

MySpace11%

Other5% 3%

96%

1%

Less than 6 months

More than 1 year

More than 6 months but less than a year

Response FrequencyLess than 3 Hours 723.0-6.0 Hours 176.1-9.0 Hours 39.1-12.0 Hours 112.1-15.0 Hours 2More than 15.1 Hours 2No Response 2Total 99

Response Frequency1-5 Times 486-10 Times 3111-15 Times 516-20 Times 521-25 Times 426-30 Times 1Multiple Times 3No Response 2Total 99

Response Frequency0-200 Friends 41201-400 Friends 29401-600 Friends 9601-800 Friends 11801-1000 Friends 3>1000 Friends 2Many Friends 3No Response 1Total 99

Figure 1: OSN Websites Used by Respondents

Figure 2: Main OSN Membership Period

Table 1: Average Time Spent on Main OSN Website

Table 2: Average Number of Times Checking Main OSN Website

Table 3: Number of “Friends” connected to OSN User Profile


5. Benefits Derived from Using OSNa) Entertainment

Questionnaire Item 1: I have fun interacting with others through OSN (OSN_Fun)

Response Category Frequency

Strongly Agree 39

Agree 29

Neutral 27

Disagree 3

Strongly Disagree 1

Total 99

Using OSN provides me with a lot of enjoyment (OSN_Enjoy2)

Response

Category

Strongly Agree

Agree Neutral DisagreeStrongly Disagree

No Respons

eTotal

I enjoy using OSN

(OSN_Enjoy1)

Strongly Agree

17 11 1 2 0 1 32

Agree 1 18 14 2 0 0 35

Neutral 1 2 20 2 0 0 25

Disagree 0 0 2 3 1 0 6

Strongly Disagree

0 0 0 0 1 0 1

Total 19 31 37 9 2 1 99

Questionnaire Item 2: I enjoy using OSN (OSN_Enjoy1)

Questionnaire Item 3: Using OSN provides me with a lot of enjoyment (OSN_Enjoy2)


5. Benefits Derived from Using OSNb) Being Informed

1. Questionnaire Item 1: By using the OSN, I find out what’s going on (OSN_News1)

2. Questionnaire Item 2: By using the OSN, I become aware of what my friends are up to (OSN_News2)

3. Questionnaire Item 3: By using OSN, I learn more about others (OSN_News3)

Response Category OSN_News1 OSN_News2 OSN_News3

Strongly Disagree - 1 1

Disagree 4 5 10

Neutral 14 13 32

Agree 42 41 37

Strongly Agree 38 38 19

No Response 1 1 -

Total 99 99 99


6. Ease of accessing OSN

1. Questionnaire Item 1: I find the OSN easy to use (OSN_Easy1)

2. Questionnaire Item 2: Learning to operate the OSN is easy for me (OSN_Easy2)

3. Questionnaire Item 3: It is easy for me to become skilful at using the OSN (OSN_Skilful)

Response Category (OSN_Easy1) (OSN_Easy2) (OSN_Skilful)

Strongly Disagree 1 1 1Disagree 1 1Neutral 7 8 13Agree 30 26 24Strongly Agree 60 63 60No Response 1Total 99 99 99


Response Category FrequencyUser-controlled access to personal information via OSN privacy settings adjustment

25

No Response 29Limited protection of personal information offered by OSN service provider

18

Protection of personal information by OSN service provider

17

Controlling excessive self-disclosure of personal information

7

Privacy is non-existent 3Total 99

7. Survey Comments1. Questionnaire Item 1: How do you define privacy in OSN? (Privacy_Defn)


Analysis and Discussion of the Relationship between OSN Users’ Privacy Attitudes and Their Self-Disclosure Behaviours

1. OSN users’ privacy attitudes (Information Privacy Concerns & Awareness) = Independent variable (“attitude variable”)

2. OSN users’ self-disclosure behaviours = Dependent variable (“disclosure variable”)

Cross-tabulation and Chi-square test analysis performed on various pairs of “attitude” and “disclosure” variables determined that the relationship between OSN privacy concerns and OSN self-disclosure behaviours is statistically insignificant.

Summary of Results Pearson Chi-Square

Table

Cross-tabulation of “attitude” & “disclosure”

variables”

“Rational” Respondents

“Irrational” Respondents

“Neutral” Respondents

ValueDegrees of Freedom

(df)

Asymptotic Significance (2-

sided)

1 IPConcern_2 & S-D_4 38 39 22 17.114 16 0.378

2 IPConcern_4 & S-D_4 38 29 32 14.822 16 0.538

3 IPConcern_3 & S-D_4 35 32 32 21.699 16 0.153

4 SNS_Protect & S-D_4 26 25 48 11.493 16 0.778

5 SNS_Distrust & S-D_4 29 34 36 12.371 16 0.718

6 OSN_Risk1 & S-D_4 39 35 25 20.427 16 0.202

7 IPConcern_5 & S-D_4 37 32 30 25.873 16 0.056

Average Total 35 32 32


Discussion of Findingsa) No association or relationship between OSN users’ attitudes towards

privacy and their self-disclosure behaviours

b) OSN users’ self-disclosure behaviours NOT predominantly determined by their attitudes towards privacy

c) OSN users’ self-disclosure behaviours predominantly determined by other factors such as benefits derived from using OSN

Cross-Tabulation Analysis Pearson Chi-Square Test

TableBenefits:

EntertainmentOSN User Self-

DisclosureValue

Degrees of Freedom (df)

Asymptotic Significance

(2-sided)

1“I have fun interacting with others through OSN” (OSN_Fun)

“I have a detailed profile on my main OSN” (S-D_2)

34.231 16 0.005

2

“By using the OSN, I become aware of what my friends are up to” (OSN_News2)


33.605 20 0.029

3

“I use OSN to keep in touch with my friends/family” (OSN_InTouch)


36.103 20 0.015


Limitations of Study

1.Samplinga) Sampling technique

b) Sample size

c) Sample skewness

2.Data Collectiona) Pre-determined response categories

b) Limitations of the Likert scale

c) Comprehension of privacy concept

3.Data Analysisa) Assumption on neutrality

b) Statistical analysis


Future Research

1.Enhanced understanding of OSN users’ self-disclosure behaviours

2.The need to incorporate more accurate models of users’ self-disclosure behaviours

3.Consideration of a multi-theoretical framework based on a variety of media-related theories


Chapter 5: Conclusion

1. Importance of OSN users’ self-disclosure behaviours in relation to protecting the privacy of personal information

2. Importance of other factors, rather than OSN users’ privacy attitudes, that potentially encourage and/or facilitate OSN users’ self-disclosure behaviours, particularly user indulgence in excessive or seemingly reckless self-disclosure behaviours

3. Suggestion of one of several potential paths for future research

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