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A Conceptual Model for post-Social Networking Privacy Behaviours

A Conceptual Model for post-Social Networking Privacy Behaviours. Research Update- July 11, 2009 Andrew Boyd. Overview. Study recap Status of bibliographical research Problems with mental models Model revision and re-design Future study design options Future Directions for research

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A Conceptual Model for post-Social Networking Privacy Behaviours

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  1. A Conceptual Model for post-Social Networking Privacy Behaviours Research Update- July 11, 2009 Andrew Boyd

  2. Overview • Study recap • Status of bibliographical research • Problems with mental models • Model revision and re-design • Future study design options • Future Directions for research For once, please feel free to interject and make ad-hoc comments during this presentation.

  3. Study recap • Online survey testing IUIPC as well as a number of additional demographic factors • Internet User Information privacy Concern • Age, Gender, Ethnicity, Nationality • Internet experience, Importance of number of online friends, Media exposure, Sense of victimization, Context • IUIPC draws upon Social Contract theory • Presents a theoretical framework based on attitudes and interdependencies towards: • Collection • Control • Awareness disclosure of personal information • These dimensions also form some of the principles behind many privacy statutes in North America and Europe.

  4. Initial Results

  5. Study recap (cont.) Surprise!!!! • Demographic factors did not have the level of influence we anticipated. (7 of 9 hypotheses preliminarily disproven) • IUIPC seemed fine, but does not address the gap between behavioural intention and actual behaviour • The implication of this study is that something is missing; the model is incomplete. • Time to go back to the literature . . . .

  6. Further Implications of Study Findings • Leveling of privacy attitudes across age groups • Ambiguities towards trust of social networking sites • Knowledge, experience and comfort lead to increased disclosure Context Matters- Online Normative and Performative Behaviour This is a ‘Wicked Problem’

  7. Status of bibliographical research • Apx. 75 Readings within the fields of: • Computer Science • Psychology • Management Theory and Corporate Governance • Economic Social Utility, Social Contract and Social Network Theory MajorThemes: • Importance of conceptualization of mental models of target systems • Failure of Utility Theory, possibilities within Prospect Theory • Importance of psychology in determining theories of rational choice • Importance of Physical context, Social context, ‘Fashion’, and perception of value of personal privacy- the Russian Roulette Game

  8. Problems with Mental Models Easy to construct, difficult to validate, wicked hard to create conceptual models that evolve. Basic Model Concepts • Target System • Conceptual Model • User’s Mental Model of Target System • Scientist’s conceptualization of that mental model • Differentiation between mental and behavioural models

  9. IUIPC Model Extensions

  10. Future Study Design Options • ‘Lab’ vs. ‘Jungle’: jungle is better • Survey vs. real-life observations and quantifications: real life is better What am I looking for: model validation? How do I test the model?

  11. Future Directions for Research • Examine forces behind leveling of privacy concerns across age groups • Define ambiguities in trust attitudes towards social networking sites • Discover why ‘familiarity breeds nonchalance’ • Establish the role of context (normative behaviour) in online attitudes and behaviours

  12. Slings and Arrows ?

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