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Shuai Wang

DBA Graduate - 2015

Thesis title

Analysis of privacy disclosure behavior on mobile social network


Yunshi Mao

Dr. Wang Shuai is responsible for IoT services and MVNO business at Lenovo. Prior to taking his position in Lenovo, he served as VP of Suning Mobile, GM of Internet Business Unit, GM of the marketing department in the Guangdong Division of China Unicom, and deputy GM of the Shenzhen Division of China Unicom, totaling 20 years’ cross-MNO working experience. Shuai is an innovative and responsible person and has professional experience in domestic and overseas telecom, IoT, the Internet, and value-added business.

Purpose The mobile social network applications have gradually become part of the human life, in the meanwhile, they bring in privacy concerns. Although the research work of privacy issues has a long history, for the new field mobile social network, the related researches are very limited. Thus it is desirable to discuss the privacy disclosure issues in the context of mobile social network. Design/methodology/approach We establish a comprehensive research frame of privacy disclosure behavior in mobile social network, based on theories such as social contract theory, privacy calculus theory, agency theory, procedural justice theory and rational behavior theory, and the privacy-belief-behavior intension model. Analyses of validity and reliability for the measurement model were conducted based on492 questionnaires. Then the subsequently empirical study was done to test the model assumptions, using structure equation model, independent t-test and correlation test. Findings We show that mobile phone anxiety, self-esteem, and reward have significant effects on Mobile Social Network Users’ Privacy Concerns, and technology has significant effect on trust; we also verify the significant effects of mobile phone anxiety, flow, reward, technology, brand, and education on the intention of the privacy disclosure behavior. The applicability of privacy-belief-behaviour model in mobile social network is also verified. Research limitations/implications Although this paper fills up the research gap for privacy concerns in mobile social network, further researches that consider the applicability of the model, a more comprehensive set of dimensions, and the effectiveness of the sample collection can be done. Practical implications This study provides cognitive psychology and behavior information of users in choosing social website products and services. It gives insights in understanding privacy concerns of users and can be used for marketing. The conclusions may help mitigate the obstacles in using mobile social applications and impel suppliers to provide more convenient, efficient and personalized services to users. Originality/value We extend the privacy-trust-behavioral intention model established by Liu et al (2004) and build a comprehensive research framework. We put forward the influence of three dimensional variables, namely, psychology, environmental risk and demographic characters, on privacy-trust-behavioral intention model. We first bring flow, a variable of psychology, into the study for privacy. We also test the effect of the variable self-esteem, which is seldom studed by Chinese scholars. We use empirical methods for data analysis of the proposed model. Our study has strict data support for qualitative analysis, and has the capacity of discovering interactions among variables. Keywords Mobile social network; Privacy concern; Trust; effect factor; Behavioral intention