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Sharing the ‘Real Me’ – How Usage Motivation and Personality Relate to Privacy Protection Behavior on Facebook

Gerber, Nina and Gerber, Paul and Hernando, Maria
Tryfonas, Theo (ed.) (2017):
Sharing the ‘Real Me’ – How Usage Motivation and Personality Relate to Privacy Protection Behavior on Facebook.
In: Human Aspects of Information Security, Privacy and Trust. HAS 2017. Lecture Notes in Computer Science, Springer, Cham, Vancouver, Canada, 10292, ISBN 978-3-319-58460-7,
DOI: 10.1007/978-3-319-58460-7_44,
[Conference or Workshop Item]

Abstract

Although social networks like Facebook have become an important part of social communication and daily life for many people, most users have concerns regarding their privacy on Facebook. In order to gain a deeper understanding of how users try to protect their private data on Facebook, we conducted an online survey with 280 German Facebook users. We used regression analyses to investigate if usage motivation and personality relate to the management of privacy settings as well as the deployment of other protection strategies in Facebook, such as blocking certain contacts or deleting a post or photo/video tag. Our results showed that Facebook users with rather lax privacy settings have a greater feeling of being meaningful and stimulated when using Facebook than users with rather strict privacy settings. Furthermore, Facebook users scoring high on extraversion and low on agreeableness tend to use more other protection strategies besides the management of privacy settings. However, no association could be found between usage motivation and the deployment of other protection strategies on the one hand, and between personality and the management of privacy settings on the other hand. The results indicate that it is important for privacy researchers as well as product and privacy intervention designers to consider the user’s motivation to share personal data, because only if privacy studies and interventions account for this important factor, it is possible not only to gain a complete picture of the privacy behavior of users, but also to influence it.

Item Type: Conference or Workshop Item
Erschienen: 2017
Editors: Tryfonas, Theo
Creators: Gerber, Nina and Gerber, Paul and Hernando, Maria
Title: Sharing the ‘Real Me’ – How Usage Motivation and Personality Relate to Privacy Protection Behavior on Facebook
Language: English
Abstract:

Although social networks like Facebook have become an important part of social communication and daily life for many people, most users have concerns regarding their privacy on Facebook. In order to gain a deeper understanding of how users try to protect their private data on Facebook, we conducted an online survey with 280 German Facebook users. We used regression analyses to investigate if usage motivation and personality relate to the management of privacy settings as well as the deployment of other protection strategies in Facebook, such as blocking certain contacts or deleting a post or photo/video tag. Our results showed that Facebook users with rather lax privacy settings have a greater feeling of being meaningful and stimulated when using Facebook than users with rather strict privacy settings. Furthermore, Facebook users scoring high on extraversion and low on agreeableness tend to use more other protection strategies besides the management of privacy settings. However, no association could be found between usage motivation and the deployment of other protection strategies on the one hand, and between personality and the management of privacy settings on the other hand. The results indicate that it is important for privacy researchers as well as product and privacy intervention designers to consider the user’s motivation to share personal data, because only if privacy studies and interventions account for this important factor, it is possible not only to gain a complete picture of the privacy behavior of users, but also to influence it.

Title of Book: Human Aspects of Information Security, Privacy and Trust. HAS 2017. Lecture Notes in Computer Science
Volume: 10292
Publisher: Springer, Cham
ISBN: 978-3-319-58460-7
Uncontrolled Keywords: Security, Usability and Society;Facebook, Needs, Personality, Privacy, Privacy protection strategies, Privacy settings, Social network services, Usage motivation
Divisions: 20 Department of Computer Science
20 Department of Computer Science > SECUSO - Security, Usability and Society
LOEWE
LOEWE > LOEWE-Zentren
LOEWE > LOEWE-Zentren > CRISP - Center for Research in Security and Privacy
Event Location: Vancouver, Canada
Date Deposited: 02 Dec 2017 12:05
DOI: 10.1007/978-3-319-58460-7_44
Identification Number: TUD-CS-2017-0308
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