Weighing user's privacy calculus on personal information disclosure: the moderating effect of social media identification

Purpose With the widespread collection and utilization of user data, privacy security has become a crucial factor influencing online engagement. In response to the growing concern about privacy security issues on social media, this research aims to examine the key causes of social media users' privacy calculus and how the balance between perceived privacy risks and benefits affects users' privacy concerns and their subsequent willingness to disclose personal information. Design/methodology/approach The characteristics of the privacy calculus were extracted through partially structured interviews. A research model derived from privacy calculus theory was constructed, and latent variable modeling was employed to validate the proposed hypotheses. Findings Information sensitivity, experiences of privacy violations, social influence and the effectiveness of privacy policies influence users' privacy calculus. Privacy risk positively influences privacy concerns. Personal information disclosure willingness is positively influenced by privacy benefits and negatively influenced by privacy concerns, with both paths moderated by social media identification. Originality/value This study explores the key antecedents of users' privacy calculus and how these factors influence privacy concerns and subsequent willingness to disclose information on social media. It offers new insights into the privacy paradox observed within social media by validating the moderating role of social media identification on users' information disclosure willingness.