Theoretical Framework for Understanding Interpersonal Privacy Protection on Social Network Sites

Traditional privacy research would suggest that whether to disclose personal information or not is an individual-based action. However in this paper, we suggest that the consideration of interpersonal level of interaction would also be of vital importance to privacy protection on Social Network Sites (SNS). Based on the theory of self-efficacy, we postulate a research framework that includes the antecedents of both user’ self and collective efficacy beliefs on private information control, and the consequent effects on privacy concern and related protection behavior. This study helps to better understand both types of efficacy beliefs as well as study their impacts on two types of privacy concerns: privacy concerns of self disclosure and peer disclosure. The findings are useful for privacy researchers who are interested in collaborative actions in the context of SNS, and for web designers to develop more group centered solutions for privacy protection.