Understanding Self-Disclosure in Social Networking Sites: The Influence of Trust and Perceived Privacy Risk

Abstract This study investigates the connection between perceived privacy risk and self-disclosure on social networking sites (SNS) through the lens of Privacy Calculus Theory. While SNS platforms offer social benefits, they also pose privacy risks like data breaches. A survey of users of 162 SNS in Taoyuan City, Taiwan, analyzed trust, privacy risk, and self-disclosure using statistical methods. Findings reveal that trust significantly increases self-disclosure, while perceived privacy risk has little impact. Users may downplay privacy concerns or prioritize social engagement. Trust in SNS providers also does not reduce privacy concerns. Older and more educated users perceive higher privacy risks, but gender, marital status, and occupation show no significant effects. Since trust strongly influences self-disclosure, privacy education is essential to raise awareness. SNS providers need to improve privacy settings for enhanced data control. This study helps understand online privacy behavior and emphasizes the importance of educational and platform-based solutions to enhance user security. JEL classification numbers: D83, L86, M31. Keywords: Trust, Perceive Privacy Risk, Self-Disclosure, Social Networking Sites.