Is the privacy paradox a relic of the past? An in‐depth analysis of privacy attitudes and privacy behaviors

Abstract The privacy paradox states that online privacy concerns do not sufficiently explain online privacy behaviors on social network sites (SNSs). In this study, it was first asked whether the privacy paradox would still exist when analyzed as in prior research. Second, it was hypothesized that the privacy paradox would disappear when analyzed in a new approach. The new approach featured a multidimensional operationalization of privacy by differentiating between informational, social, and psychological privacy. Next to privacy concerns, also, privacy attitudes and privacy intentions were analyzed. With the aim to improve methodological aspects, all items were designed on the basis of the theory of planned behavior. In an online questionnaire with N = 595 respondents, it was found that online privacy concerns were not significantly related to specific privacy behaviors, such as the frequency or content of disclosures on SNSs (e.g., name, cell‐phone number, or religious views). This demonstrated that the privacy paradox still exists when it is operationalized as in prior research. With regard to the new approach, all hypotheses were confirmed: Results showed both a direct relation and an indirect relation between privacy attitudes and privacy behaviors, the latter mediated by privacy intentions. In addition, also an indirect relation between privacy concerns and privacy behaviors was found, mediated by privacy attitudes and privacy intentions. Therefore, privacy behaviors can be explained sufficiently when using privacy attitudes, privacy concerns, and privacy intentions within the theory of planned behavior. The behaviors of SNS users are not as paradoxical as was once believed. Copyright © 2014 John Wiley & Sons, Ltd.