The exploration of instrument of users' privacy concerns of Social Network Service

With rapid spread of acceptance and usage of Social Network Service (SNS, e.g., Facebook, Renren, Myspace), concerns about online information privacy have arisen. This paper explores the instruments of users' privacy concerns in the context of SNS. First, based on the relevant literature review, comparisons among four scales are discussed and necessities of new items are proposed. Then a pilot test with an open question is carried out collecting 28 samples through interviews. Several reliable and specific new items are added through qualitative content coding. And this is followed by an integrated questionnaire survey. Analyses of 115 respondents' data indicate that SNS user's concerns about privacy are covering a wider range than previous scales. Quantitative result illustrates the new items are acceptable. Finally requirement for further factor analysis is suggested.

I. INTRODUCTION

Over the past decades, SNS has become an important tool to facilitate interpersonal communication. With this interaction tool, people are psychologically getting closer against the physical distance. However, the service requires certain level of personal information disclosure. The collection, storage, and exchange of personal information without awareness or consent have raised user's concerns about privacy. Surveys results reported that up to 65%-94.5% Internet users are “concerned” or “very concerned” about threats to their online privacy, and are willing to take steps to protect against invasions to privacy (UCLA Center for Communication Policy, 2001; Jupiter Research, 2002; Harris, 2004).