A Quantitative and Qualitative Study of Facebook Privacy using the Antecedent-Privacy Concern-Outcome Macro Model

Information privacy is a complex and important phenomenon to understand. Because of this, several recent review articles have integrated findings across various studies and contexts. In this study we investigate information privacy in the online social networking context using the Antecedent-Privacy Concern-Outcome (APCO) Macro Model as the theoretical lens. We use both quantitative and qualitative data collected in a survey of Facebook users. Online social networking provides a rich window into privacy concerns and the resulting behavioral reactions. By analyzing both types of data, we are able to show additional support and insights for our hypotheses tests. These results provide future research opportunities that include modifying the APCO model and refining its constructs to be more context and risk-specific.