| dc.description.abstract | In recent year, there are increasing numbers of Facebook users, and many reports showed that Facebook has become the most popular social network platform. When Facebook users share their personal information on Facebook, it makes information privacy concerns rising. In the past studies, what researchers finds in users’ behavior are only some preliminary investigation, but lacks of studies about Facebook users’ privacy concerns . On the other hand, there is no relevant past literature of the privacy mechanism which Facebook provides can affect the users’ trust on the platform. The main purpose of this study is to understand which factors, including user’’s information privacy concerns, the website’s privacy mechanisms, and other antecedents of trust, will impact the trust and risk of users on Facebook, and whether it will affect the intention of information of sharing,.
The study surveyed 428 valid samples through the Facebook application, and conducted variance analysis and structural equation modeling. The results showed that the following four conclusions: First, the different user groups will have different levels of information privacy concerns, such as gender, education level, experience in using the Internet and in the past had used false information. Second, the user information privacy concerns will significantly affect the users’ trust and risk, and the intention of sharing information. Third, Facebook’s privacy mechanism will significantly affect the users’ trust. Finally, other Facebook users’ antecedents of trust are not consistent with past literature.
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