Modelling Users' Trust in Online Social Networks

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.