Privacy Calculus on Social Networking Sites: Explorative Evidence from Germany and USA

Krasnova, Hanna; Veltri, Natasha F. (5 January 2010). Privacy Calculus on Social Networking Sites: Explorative Evidence from Germany and USA. In: 43rd Hawaii International Conference on System Sciences (HICSS) (pp. 1-10). IEEE 10.1109/HICSS.2010.307

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Worldwide social networks, like Facebook, face fierce
competition from local platforms when expanding
globally. To remain attractive social network providers
need to encourage user self-disclosure. Yet, little
research exists on how cultural differences impact selfdisclosure
on these platforms. Addressing this gap,
this study explores the differences in perceptions of
disclosure-relevant determinants between German and
US users. Survey of Facebook members indicates that
German users expect more damage and attribute
higher probability to privacy-related violations. On the
other hand, even though American users show higher
level of privacy concern, they extract more benefits
from their social networking activities, have more trust
in the service provider and legal assurances as well as
perceive more control. These factors may explain a
higher level of self-disclosure indicated by American
users. Our results provide relevant insights for the
social network providers who can adjust their
expansion strategy with regard to cultural differences.

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