Concerning SNS Use: How do Issues of Privacy and Trust Concern Users?

As the popularity of social networking sites (SNSs) continues to grow, the research on what affects user intentions is also experiencing increased attention. This study investigates the effect of privacy and trust in other SNS users on trust in the SNS and the relationship between trust in the SNS, social norms and the intention to use an SNS. Data collected from online surveys were analyzed using linear regression analysis. The findings indicate that perceived privacy and trust in other SNS users has a positive relationship with trust in the SNS. However, the data showed no significant relationship between trust in the SNS and intention to use the SNS, unless mediated by social norms. This finding contributes to the literature on SNS intention to use, by confirming that social norms play a significant role in the way SNS users evaluate their intention to use.