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Modelling Users` Trust in Online Social Networks

Author

Listed:
  • Iacob Catoiu

    (Academia de Studii Economice Bucuresti)

  • Mihai Orzan

    () (Academia de Studii Economice Bucuresti)

  • Octav-Ionut Macovei

    (Universitatea Europei de Sud-Est, Lumina)

  • Claudia Iconaru

    (Academia de Studii Economice Bucuresti)

Abstract

Previous studies (McKnight, Lankton and Tripp, 2011; Liao, Lui and Chen, 2011) have shown the crucial role of trust when choosing to disclose sensitive information online. This is the case of online social networks users, who must disclose a certain amount of personal data in order to gain access to these online services. Taking into account privacy calculus model and the risk/benefit ratio, we propose a model of users` trust in online social networks with four variables. We have adapted metrics for the purpose of our study and we have assessed their reliability and validity. We use a Partial Least Squares (PLS) based structural equation modelling analysis, which validated all our initial assumptions, indicating that our three predictors (privacy concerns, perceived benefits and perceived risks) explain 48% of the variation of users` trust in online social networks, the resulting variable of our study. We also discuss the implications and further research opportunities of our study.

Suggested Citation

  • Iacob Catoiu & Mihai Orzan & Octav-Ionut Macovei & Claudia Iconaru, 2014. "Modelling Users` Trust in Online Social Networks," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 289-289, February.
  • Handle: RePEc:aes:amfeco:v:1:y:2014:i:35:p:289
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    File URL: http://www.amfiteatrueconomic.ro/temp/Article_1266.pdf
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    References listed on IDEAS

    as
    1. David B. Meinert & Dane K. Peterson & John R. Criswell & Martin D. Crossland, 2006. "Privacy Policy Statements and Consumer Willingness to Provide Personal Information," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 4(1), pages 1-17, January.
    2. Corina Pelău & Irina Bena, 2010. "The Risk Perception For Consumer Segments In E-CommerceAnd Its Implication For The Marketing Strategy," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 12(28), pages 373-387, June.
    3. Eastlick, Mary Ann & Lotz, Sherry L. & Warrington, Patricia, 2006. "Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment," Journal of Business Research, Elsevier, vol. 59(8), pages 877-886, August.
    4. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    5. Ioana Cecilia Popescu & Ionel Dumitru & Calin Veghes & Camelia Kailani, 2013. "Marketing communication as a vector of the Romanian small businesses sustainable development," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(Special 7), pages 671-686, November.
    6. Vasile Dinu, 2011. "Corporate Social Responsibility – Opportunity for Reconciliation between Economical Interests and Social and Environmental Interests," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 13(29), pages 6-7, February.
    7. McCole, Patrick & Ramsey, Elaine & Williams, John, 2010. "Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1018-1024, September.
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    More about this item

    Keywords

    social media; users trust; online privacy; structural equation;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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