Pusat Pengajian Komunikasi - Tesis

Browse

Browsing Pusat Pengajian Komunikasi - Tesis by Subject "Antecedents Of Privacy Calculus And The Relationship"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Publication
    Antecedents Of Privacy Calculus And The Relationship With Social Media Self-Disclosure: The Moderating Role Of Online Privacy Literacy
    (2025-09)
    Zhu, Luhui
    With the increasing prevalence of social media self-disclosure, concerns over online privacy have grown significantly. To better understand the mechanisms underlying such behaviors, this study employs the Privacy Calculus Theory as its foundation and examines how perceived benefits and perceived risks influence disclosure, together with four antecedents: individual privacy perception, platform privacy assurance, information asymmetry, and government regulation. A quantitative design with Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze data from 761 Chinese social media users. The results reveal several significant findings: perceived benefits strongly and positively influence self-disclosure, while perceived risks significantly deter it.