Exploring Users’ Self-Disclosure Intention on Social Networking Applying Novel Soft Computing Theories

In recent years, users have increasingly focused on the privacy of social networking sites (SNS); users have reduced their self-disclosure intention. To attract users, SNS rely on active platforms that collect accurate user information, even though that information is supposed to be private. SNS marketers must understand the key elements for sustainable operation. This study aims to understand the influence of motivation (extrinsic and intrinsic) and self-disclosure on SNS through soft computing theories. First, based on a survey of 1108 users of SNS, this study used a dominance-based rough set approach to determine decision rules for self-disclosure intention on SNS. In addition, based on 11 social networking industry experts’ perspectives, this study validated the influence between the motivation attributes by using Decision-Making Trial and Evaluation Laboratory (DEMATEL). In this paper, the decision rules of users’ self-disclosure preference are presented, and the influences between motivation attributes are graphically depicted as a flow network graph. These findings can assist in addressing real-world decision problems, and can aid SNS marketers in anticipating, evaluating, and acting in accord with the self-disclosure motivations of SNS users. In this paper, practical and research implications are offered.