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Updates on Conceptual Model for Post-Social Networking Privacy Behaviors

This presentation provides a comprehensive update on the conceptual model for understanding privacy behaviors in the context of social networking. Key highlights include a recap of an online survey testing the Internet User Information Privacy Concern (IUIPC), findings that challenge anticipated demographic influences, and identified gaps in the existing model. The discussion will cover the importance of mental models, the formulation of future study designs, and the implications of the research for privacy attitudes and behaviors across demographics. Interjections and comments are encouraged throughout the presentation.

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Updates on Conceptual Model for Post-Social Networking Privacy Behaviors

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Presentation Transcript

  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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