The Surprising Lack of Effect of Privacy Concerns on Intention to Use Online Social Networks

The number of users of Online Social Networks (OSNs) has increased dramatically. To join OSNs, users need to disclose their information to others. If people have higher levels of privacy concerns, they may hesitate to expose their information. Therefore, privacy concerns should be an important factor affecting the use of OSNs. Based on prior studies, we investigate how individuals' perceived benefits (usefulness, playfulness) and perceived costs (privacy concern) directly influence their intention to continue using OSNs, and how the benefits are mediated by cost factors in cognitive cost-benefit calculations. We suggest five hypotheses and examine them empirically with 391 survey responses. The results only support the direct effect of perceived benefits on OSNs. Results do not show any direct effect or mediation effect of privacy concerns on the intention to use OSNs. This paper contributes to future social network studies by providing a conceptual framework as well as empirical results.