Beyond the trade-offs on Facebook: the underlying mechanisms of privacy choices

The theory of privacy calculus in terms of the trade-offs between benefits and risks is believed to explain people’s willingness to disclose private information online. However, the phenomenon of privacy paradox, referring to the preference-behavior inconsistency, misfits the risk–benefit analysis. The phenomenon of privacy paradox matters because it reflects an illusion of personal control over privacy choices. The anomaly of privacy paradox is perhaps attributed to cognitive heuristics and biases in making privacy decisions. We consider the stability-instability of privacy choices is better used to explain the underlying mechanisms of paradoxical relationship. A rebalanced trade-off, referring to the embeddedness of “bridging” and “bonding” social support in privacy calculus, is derived to develop the risk–benefit paradigms to explain the underlying mechanisms. In this study we address the underlying mechanisms of privacy choices in terms of self-disclosure and user resistance. To test the hypotheses (or mechanisms) of the research model, we developed the instrument by modifying previous scales. A general sample of 311 experienced Facebook users was collected via online questionnaire survey. From the empirical results, perceived benefits based on information support rather than emotion support can motivate self-disclosure willingness. In contrast, privacy risks rather than privacy concerns inhibit the willingness to disclose private information. The risk–benefit paradigms instead of the imbalanced trade-offs help to explain the instability of privacy choices where privacy calculus sticks with the stability view. Implications for the theory and practice of privacy choices are discussed accordingly.