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Exploring How Personality Affects Privacy Control Behavior on Social Networking Sites.

Yuhui Li¹, Zhaoxing Huang¹, Yenchun Jim Wu²

¹School of Innovation and Entrepreneurship, Wenzhou Medical University, Zhejiang, China.

Frontiers in Psychology

|August 17, 2019

Summary

This study reveals how personality traits like neuroticism and openness influence social networking site (SNS) privacy behaviors among young adults. Understanding these links is key to navigating online privacy effectively.

Keywords:

personality personality and behavior privacy social media social network sites

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Area of Science:

Psychology
Sociology
Human-Computer Interaction

Background:

Limited research exists on the interplay between personality traits and social networking site (SNS) privacy control.
Existing studies predominantly focus on personality changes due to SNS use, neglecting the influence of personality on privacy behaviors.

Purpose of the Study:

To investigate the relationship between personality traits and privacy control behaviors on social networking sites (SNSs) among young adults.
To extend the Theory of Planned Behavior (TPB) by incorporating the Five-Factor Model of Personality to explain privacy control mechanisms on SNSs.

Main Methods:

An online survey was administered to 201 college students from two universities in China.
The study employed an extended Theory of Planned Behavior model, integrating the Five-Factor Model of Personality.
Data collection utilized a sampling strategy to represent the target population effectively.

Main Results:

Neuroticism and openness were found to be significant predictors of social networking site (SNS) privacy behaviors.
Both neuroticism and openness demonstrated a predictive relationship with "networked privacy" perceptions and actions.
The findings offer insights into the psychological underpinnings of online privacy management.

Conclusions:

Personality traits, specifically neuroticism and openness, play a crucial role in shaping individuals' privacy control behaviors on social networking sites (SNSs).
The extended Theory of Planned Behavior provides a valuable framework for understanding the psychological factors influencing online privacy decisions.
These findings have implications for designing more effective privacy education and interventions for young SNS users.