Rationality-based beliefs affecting individual's attitude and intention to use privacy controls on Facebook: An empirical investigation

Online social networking sites like Facebook provides a fast and easy way to connect with friends and family. Users need to post and share their personal information in order to get the best possible experiences on Facebook. However, the spreading of private information can also lead to serious and harmful issues. Therefore, privacy becomes an important component in the use of Facebook and it is the user's responsibility to protect his or her profile. This study draws upon the theory of planned behavior and the rational choice theory to investigate the rationality-based beliefs affecting individual's attitude and intention to use privacy controls on Facebook. The results show that individual's attitude toward using privacy controls is influenced by benefit of using privacy controls, cost of using privacy controls, and cost of not using privacy controls. Further, benefits of using privacy controls is shaped by beliefs regarding intrinsic benefit and resource safety; cost of not using privacy controls is shaped by beliefs regarding resource vulnerability, threat severity, privacy risk and privacy intrusion; and cost of using privacy controls is shaped by beliefs about intrinsic cost and work impediment. Theoretical and practical implications of the findings are discussed in the paper.