Why Do Consumers Behave Differently in Personal Information Disclosure and Self-Disclosure? The Role of Personality Traits and Privacy Concern

The aim of this study is to explain differences between consumers' personal information disclosure to companies (IDC behavior) and self-disclosure in social media (SDM behavior) based on personality traits, privacy concern and types of disclosed personal information. The population consisted of consumers who are 18 and over, have one or more social media accounts, and live in Turkey. The data were collected via the online survey method and analyzed by structural equation modeling. As a result of the analyses, it was found that consumers' IDC behavior and SDM behavior differ from each other depending on the disclosed personal information. It was also found that the personality traits have direct and indirect effects on both consumers' personal information disclosure and their self-disclosure in social media, and the privacy concern was the main reason for indirect effects. Accordingly, each of these disclosure behaviors was affected by different personality traits, and the dominant traits shape them. In conclusion, it has been determined that the personality traits and privacy concern have significant roles in the differences between IDC behavior and SDM behavior