Swan(sea) Song – personal research during my six years at Swansea ... and bey...
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