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Master Thesis




The influence of cultural values on the adoption of privacy
          threatening features in social networks

   A first approach measuring culture and information technology user
           acceptance,
           acceptance in the environment of social network sites




Rosa Rudó Mauné
Advisor: Ph.D Francesc Miralles Torner
November 11th 2011
           11th,
Agenda


•   Introduction

•   Motivation

•   Key aspects of the Literature Review

•   Research Question

•   Hypotheses and Model

•   Research Design

•   Results

•   Discussion

•   Conclusions and Further Steps

                                    2
Introduction


•   Social network sites (SNS), such as Facebook, LinkedIn,
    MySpace, etc., offer broad functionalities: sharing photos,
    telephone numbers, etc.
•   Some of these functionalities have personal information uploaded
    from the users.
•   A voluntary or an involuntary disclosure of personal information is
    due to th
    d t the usage of privacy th t i f t
                       f i      threatening features:
     – Those features need personal information to be used.
•   The usage of these privacy threatening features can harm users.
     – For instance:
         • A teacher from Georgia was fired (Abc2 2009, Kypost 2009).
     – This is not an isolated case there are some more cases (BBC 2010
                               case,                               2010,
       FacebookNoticias 2009).


                                       3
Motivation



•   There is social anxiety about the harm that privacy threatening
    features can cause, it can be seen in:
     – Government warnings.
                  warnings
     – Newspapers.


•   However, it is not enough as can be seen in the news.

•   Therefore, what has been done and what will b d
    Th f        h th b       d        d h t ill be done i thi
                                                            in this
    knowledge area is relevant for society in order to minimize
    damage.




                                    4
Key aspects of the Literature Review (1/3)

•   Privacy threatening features can be studied from the perspective of
    IT user acceptance theories since these theories study the factors
                        theories,
    that allow a technology to be adopted.

•   According to Leidner and Kayworth (2006), culture influences the
    user acceptance of IT.

•   The main research areas of this research project are:
     – User acceptance theories of Information Technologies (IT).
     – Culture.



                                  influences         IT User
                    Culture                        Acceptance
                              Leidner & Kayworth
                                     2006


                                      5
Key aspects of the Literature Review (2/3)



                                influences         IT User
                 Culture                         Acceptance
                            Leidner & Kayworth
                                   2006


    •   Schwartz’s model (Schwartz 1992):
        – 10 values: Self-direction, Stimulation, Conformity, etc.
                                   ,            ,          y,


    •   Hofstede’s framework (Hofstede 1980):
        – Dorfman and Howell (1988)  individual level.
        – Constructs: Power Distance, Uncertainty Avoidance, Individualism,
          Masculinity, and Long- versus Short- term Orientation.
        – Bagchi et al. (2003) studied the Hofstede’s constructs that have more
          influence on IT user acceptance.
        – Hwang (2004)  Open Cultural Orientation.
                                    6
Key aspects of the Literature Review (3/3)



                               influences         IT User
                 Culture                        Acceptance
                           Leidner & Kayworth
                                  2006




    •   Theory of Planned Behavior (TPB) (Ajzen 1985).
        – Constructs: Attitude toward the Behavior, Subjetive Norm and
          Perceived Behavioral Control.
    •   Technology Acceptance Model (TAM) (Davis 1986)
                                                 1986).
        – Constructs: Perceived Usefulness and Perceived Ease of Use.
    •   Unified Theory of Acceptance and Use of Technology (UTAUT)
        (Venkatesh et al. 2003).
        – Constructs: Performance Expectancy, Effort Expectancy, Social
          Influence and Faciltating Conditions.
                                   7
Research Question


                   influences             IT User
     Culture                            Acceptance
               Leidner & Kayworth
                      2006

                                    •   e commerce
                                        e-commerce (Gefen & Straub 2000)
                                    •   Internet banking (Tan & Teo 2000)
                                    •   3G mobile communications (Wu et al. 2007)




    Do individual’s l
    D i di id l’ cultural values i fl
                           l l     influence the
                                              h
    adoption of privacy threatening features in
                  social networks?
                     i l       k ?

                                        8
Hypotheses and Model


                                              Perceived 
   Individualism
                                              Usefulness


                    H1+                 H4+                 H7+




                             Open 
      Power        H2‐                  H5+    Perceived    H8+   Behavioral    H10+
                           Cultural                                                    Use
     Distance                                 Ease of Use          Intention
                          Orientation



                    H3‐                 H6‐
                                                            H9+




   Uncertainty                                   Social 
   Avoidance                                   Influence




CULTURE: Open Cultural Orientation             IT USER ACCEPTANCE: Simplified UTAUT
         (Hwang 2004)                                   (Venkatesh et al. 2003)


                                              9
Research Design (1/2)


•   Social Network Site  Facebook (750 m. of active users in July
                                        m
    2011 (Facebook 2011).

•   Qualitative versus quantitative approach:
     – Quantitative approach, since it is going to offer more accurate results
       of the proposed objectives (Easterby-Smith et al. 2008).
                                  (Easterby Smith


•   According to the quantitative approach and the objective of the
    research, th possible options are:
           h the      ibl    ti
     – Multiple regression.
     – Structural Equation Modeling (SEM).
                   q              g(    )
         • Covariance-based SEM.
         • Partial Least Squares (PLS).


                                      10
Research Design (2/2)

•   Implementation of the research method (PLS):
    – Data Collection  Questionnaire
                        Questionnaire.
        • The questionnaire was based on the literature review and improved with
          workshops, focus groups, etc. in order to achieve content validity.


    – Sampling:
        • 66 students from La Salle (Ramon Llull University)  International
          students of Business management bachelor
                                          bachelor.
            – 62 with Facebook profile.
            – 4 with no Facebook profile.
        • 87 students from Cracow University of Economics  National students
          of Business management bachelor.
            – 61 with Facebook profile (1 with patterns in the response).
            – 26 with no Facebook profile.
        • Number of samples > 30  They are enough to use PLS.




                                            11
Results - Introduction


•   Developed with smartPLS tool
                            tool.
    – http://www.smartpls.de


•   Steps:
    – Bootstrapping:
        • 500 bootstrap re-sample as recommended Chin (1998)
                          re sample                       (1998).
        • Estimates t-values of the model  Significance level.
    – Measurement model:
        • Convergent validity: Average Variance Extracted (AVE)
                                                           (AVE).
        • Discriminant validity: loadings of CFA and Fornell-Lackers Criterion.
        • Reliability: Cronbach’s Alpha and Composite reliability
    – St
      Structural model:
           t   l   d l
        • Path coefficients (~ regression coefficients).
        • Explained variance (R2).

                                        12
Results of La Salle, URL, sample


                                                                      Perceived
                                                                      Percei ed
Individualism                                                         Usefulness


                     H1+                           H4+                                        H7+
                       -0.274*                 0.506***                                         0.281*




   Power
   P                                Open                              Perceived                               Behavioral
                                                                                                              B h i l                                  Use
                                                                                                                                                       U
                   H2-            Cultural            H5+              Ease of                H8+                                   H10+
  Distance                                                                                                     Intention                             R2=0.337
                  0.192(ns)      Orientation        0.475***            Use                 0.058(ns)                              0.580***




                      H3-                             H6-
                                                      H6                                      H9+
                -0.125(ns)                             -0.260(ns)                        0.307**                                     Lack of reliability &
                                                                                                                                     convergent validity

                                   No significant
 Uncertainty                           item                              Social
 Avoidance                                                             Influence



                                                                    “ns”: no significance, * 10% significant level, ** 5% significant level, *** 1% significant level




                                                                    13
Results of Cracow University of Economics sample


                                             Lack of
                                                                            Perceived
Individualism                               reliability
                                                                            Usefulness


                     H1+                                  H4+                                       H7+
                       0.190(ns)                      0.087(ns)                                       0.289*




   Power
   P                                  Open                                  Perceived                               Behavioral
                                                                                                                    B h i l                                  Use
                                                                                                                                                             U
                   H2-              Cultural                H5+              Ease of                H8+                                   H10+
  Distance                                                                                                           Intention                             R2=0.372
                  0.257(ns)        Orientation            0.072(ns)           Use                 0.183(ns)                              0.554***




                     H3
                     H3-                                    H6-                                     H9+
                0.270**                                      -0.172(ns)                        -0.131(ns)                                  Lack of reliability &
                                                                                                                                           convergent validity


 Uncertainty                                                                   Social
 Avoidance                     Lack of                                       Influence
                              reliability


                                                                          “ns”: no significance, * 10% significant level, ** 5% significant level, *** 1% significant level




                                                                          14
Discussion

•   La Salle (URL) sample:
    – H4 H5 and H7 are supported
      H4,                supported.
    – H1 is not supported.
•   Cracow University of Economics sample:
    – Lack of statistical validity and reliability.
         • English comprehension difficulties.
         • Non-validated questionnaire with this sample.

•   Regarding the measurement tool:
    – Culture constructs:
         • New socio-technological environment related to initial design (1980).
         • Focused on professional employees of a multinational company.
    – IT user acceptance constructs:
         • Social Influence is not as relevant as it used to be.
         • Perceived Ease of Use does not matter for today’s higher education
           students.
                                         15
Limitations


•   Method limitations:
     – Cultural models lack a comprehensive understanding.
     – Limited possibility of an in-depth analysis of the relationship between
       constructs.


•   Design research limitations:
     es g esea c        tat o s
     – Trust and Attitude were not considered.
     – Only one SNS: Facebook.
     – Affew privacy threatening features are considered.
                i     th    t i f t                id d
     – Privacy threatening features can be used consciously and
       unconsciously.
     – Only students behavior is studied.
     – Results cannot be generalized.


                                      16
Conclusions and Further Steps

•   Conclusions about the research:
     – A questionnaire that measures students culture is proposed.
                                                          proposed
     – IT Acceptance models have been improved and tested by introducing
       individual cultural attributes in SNS environment.
•   Conclusions about th master thesis:
    C   l i      b t the    t th i
     – A comprehensive understanding of SEM methods have been
       acquired.
     – A formal research methodology approach has been applied to a
       quantitative design.


•   A starting point for further research:
     – Improving the study of culture at individual level in social media
       environment.
          i        t
     – Improving the models of IT user acceptance in social media
       environment.

                                      17
Questions and Comments




                         Rosa Rudó Mauné
                         Innova I tit t - L S ll
                         I      Institute La Salle
                            Ramon Llull University
                         Barcelona (Spain)



                         E mail:
                         E-mail:
                         rrudo@salleurl.edu

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R. Rudó

  • 1. Master Thesis The influence of cultural values on the adoption of privacy threatening features in social networks A first approach measuring culture and information technology user acceptance, acceptance in the environment of social network sites Rosa Rudó Mauné Advisor: Ph.D Francesc Miralles Torner November 11th 2011 11th,
  • 2. Agenda • Introduction • Motivation • Key aspects of the Literature Review • Research Question • Hypotheses and Model • Research Design • Results • Discussion • Conclusions and Further Steps 2
  • 3. Introduction • Social network sites (SNS), such as Facebook, LinkedIn, MySpace, etc., offer broad functionalities: sharing photos, telephone numbers, etc. • Some of these functionalities have personal information uploaded from the users. • A voluntary or an involuntary disclosure of personal information is due to th d t the usage of privacy th t i f t f i threatening features: – Those features need personal information to be used. • The usage of these privacy threatening features can harm users. – For instance: • A teacher from Georgia was fired (Abc2 2009, Kypost 2009). – This is not an isolated case there are some more cases (BBC 2010 case, 2010, FacebookNoticias 2009). 3
  • 4. Motivation • There is social anxiety about the harm that privacy threatening features can cause, it can be seen in: – Government warnings. warnings – Newspapers. • However, it is not enough as can be seen in the news. • Therefore, what has been done and what will b d Th f h th b d d h t ill be done i thi in this knowledge area is relevant for society in order to minimize damage. 4
  • 5. Key aspects of the Literature Review (1/3) • Privacy threatening features can be studied from the perspective of IT user acceptance theories since these theories study the factors theories, that allow a technology to be adopted. • According to Leidner and Kayworth (2006), culture influences the user acceptance of IT. • The main research areas of this research project are: – User acceptance theories of Information Technologies (IT). – Culture. influences IT User Culture Acceptance Leidner & Kayworth 2006 5
  • 6. Key aspects of the Literature Review (2/3) influences IT User Culture Acceptance Leidner & Kayworth 2006 • Schwartz’s model (Schwartz 1992): – 10 values: Self-direction, Stimulation, Conformity, etc. , , y, • Hofstede’s framework (Hofstede 1980): – Dorfman and Howell (1988)  individual level. – Constructs: Power Distance, Uncertainty Avoidance, Individualism, Masculinity, and Long- versus Short- term Orientation. – Bagchi et al. (2003) studied the Hofstede’s constructs that have more influence on IT user acceptance. – Hwang (2004)  Open Cultural Orientation. 6
  • 7. Key aspects of the Literature Review (3/3) influences IT User Culture Acceptance Leidner & Kayworth 2006 • Theory of Planned Behavior (TPB) (Ajzen 1985). – Constructs: Attitude toward the Behavior, Subjetive Norm and Perceived Behavioral Control. • Technology Acceptance Model (TAM) (Davis 1986) 1986). – Constructs: Perceived Usefulness and Perceived Ease of Use. • Unified Theory of Acceptance and Use of Technology (UTAUT) (Venkatesh et al. 2003). – Constructs: Performance Expectancy, Effort Expectancy, Social Influence and Faciltating Conditions. 7
  • 8. Research Question influences IT User Culture Acceptance Leidner & Kayworth 2006 • e commerce e-commerce (Gefen & Straub 2000) • Internet banking (Tan & Teo 2000) • 3G mobile communications (Wu et al. 2007) Do individual’s l D i di id l’ cultural values i fl l l influence the h adoption of privacy threatening features in social networks? i l k ? 8
  • 9. Hypotheses and Model Perceived  Individualism Usefulness H1+ H4+ H7+ Open  Power  H2‐ H5+ Perceived  H8+ Behavioral  H10+ Cultural  Use Distance Ease of Use Intention Orientation H3‐ H6‐ H9+ Uncertainty  Social  Avoidance Influence CULTURE: Open Cultural Orientation IT USER ACCEPTANCE: Simplified UTAUT (Hwang 2004) (Venkatesh et al. 2003) 9
  • 10. Research Design (1/2) • Social Network Site  Facebook (750 m. of active users in July m 2011 (Facebook 2011). • Qualitative versus quantitative approach: – Quantitative approach, since it is going to offer more accurate results of the proposed objectives (Easterby-Smith et al. 2008). (Easterby Smith • According to the quantitative approach and the objective of the research, th possible options are: h the ibl ti – Multiple regression. – Structural Equation Modeling (SEM). q g( ) • Covariance-based SEM. • Partial Least Squares (PLS). 10
  • 11. Research Design (2/2) • Implementation of the research method (PLS): – Data Collection  Questionnaire Questionnaire. • The questionnaire was based on the literature review and improved with workshops, focus groups, etc. in order to achieve content validity. – Sampling: • 66 students from La Salle (Ramon Llull University)  International students of Business management bachelor bachelor. – 62 with Facebook profile. – 4 with no Facebook profile. • 87 students from Cracow University of Economics  National students of Business management bachelor. – 61 with Facebook profile (1 with patterns in the response). – 26 with no Facebook profile. • Number of samples > 30  They are enough to use PLS. 11
  • 12. Results - Introduction • Developed with smartPLS tool tool. – http://www.smartpls.de • Steps: – Bootstrapping: • 500 bootstrap re-sample as recommended Chin (1998) re sample (1998). • Estimates t-values of the model  Significance level. – Measurement model: • Convergent validity: Average Variance Extracted (AVE) (AVE). • Discriminant validity: loadings of CFA and Fornell-Lackers Criterion. • Reliability: Cronbach’s Alpha and Composite reliability – St Structural model: t l d l • Path coefficients (~ regression coefficients). • Explained variance (R2). 12
  • 13. Results of La Salle, URL, sample Perceived Percei ed Individualism Usefulness H1+ H4+ H7+ -0.274* 0.506*** 0.281* Power P Open Perceived Behavioral B h i l Use U H2- Cultural H5+ Ease of H8+ H10+ Distance Intention R2=0.337 0.192(ns) Orientation 0.475*** Use 0.058(ns) 0.580*** H3- H6- H6 H9+ -0.125(ns) -0.260(ns) 0.307** Lack of reliability & convergent validity No significant Uncertainty item Social Avoidance Influence “ns”: no significance, * 10% significant level, ** 5% significant level, *** 1% significant level 13
  • 14. Results of Cracow University of Economics sample Lack of Perceived Individualism reliability Usefulness H1+ H4+ H7+ 0.190(ns) 0.087(ns) 0.289* Power P Open Perceived Behavioral B h i l Use U H2- Cultural H5+ Ease of H8+ H10+ Distance Intention R2=0.372 0.257(ns) Orientation 0.072(ns) Use 0.183(ns) 0.554*** H3 H3- H6- H9+ 0.270** -0.172(ns) -0.131(ns) Lack of reliability & convergent validity Uncertainty Social Avoidance Lack of Influence reliability “ns”: no significance, * 10% significant level, ** 5% significant level, *** 1% significant level 14
  • 15. Discussion • La Salle (URL) sample: – H4 H5 and H7 are supported H4, supported. – H1 is not supported. • Cracow University of Economics sample: – Lack of statistical validity and reliability. • English comprehension difficulties. • Non-validated questionnaire with this sample. • Regarding the measurement tool: – Culture constructs: • New socio-technological environment related to initial design (1980). • Focused on professional employees of a multinational company. – IT user acceptance constructs: • Social Influence is not as relevant as it used to be. • Perceived Ease of Use does not matter for today’s higher education students. 15
  • 16. Limitations • Method limitations: – Cultural models lack a comprehensive understanding. – Limited possibility of an in-depth analysis of the relationship between constructs. • Design research limitations: es g esea c tat o s – Trust and Attitude were not considered. – Only one SNS: Facebook. – Affew privacy threatening features are considered. i th t i f t id d – Privacy threatening features can be used consciously and unconsciously. – Only students behavior is studied. – Results cannot be generalized. 16
  • 17. Conclusions and Further Steps • Conclusions about the research: – A questionnaire that measures students culture is proposed. proposed – IT Acceptance models have been improved and tested by introducing individual cultural attributes in SNS environment. • Conclusions about th master thesis: C l i b t the t th i – A comprehensive understanding of SEM methods have been acquired. – A formal research methodology approach has been applied to a quantitative design. • A starting point for further research: – Improving the study of culture at individual level in social media environment. i t – Improving the models of IT user acceptance in social media environment. 17
  • 18. Questions and Comments Rosa Rudó Mauné Innova I tit t - L S ll I Institute La Salle Ramon Llull University Barcelona (Spain) E mail: E-mail: rrudo@salleurl.edu