Why do people show their personal life or information to the public even though they have privacy concerns? We refer to this contradictory situation as a ‘Privacy Paradox ’. This study suggests a new framework to systematically examine the reasons for the privacy paradox by applying the dual factor theory as an overarching theory.

 

Using the dual factor theory , this study analyzes the continuous use of Facebook by examining how enablers (e.g., self-presentation)
and inhibitors (e.g., information privacy concern) can co-exist independently of each other, which supports the phenomenon of Privacy Paradox This study also examines conditions that influence self-presentation (i.e., narcissism, need for affiliation, involvement, and self-efficacy) and those of information privacy concern (i.e., previous experience of privacy infringement, privacy awareness, and privacy control).

 

The results show that Facebook users who gratify intrinsic motivation like satisfaction and joyfulness through self presentation continue to use Facebook. From the enabler’s aspect, narcissists with strong self-confidence, actively present themselves to show off to others. Also people who have high motivation and interest to participate in Facebook think Facebook is an important part of their lives and participate in more self-presentation activities. However, the need for interaction does not affect the self-presentation desire.

 

From the inhibitor’s aspect, people who have experienced privacy infringement before or know more about related examples and policies would be more concerned about privacy. However, when the users know how to control the privacy setting function and believe that they can control their privacy, their concerns can be reduced.

 

This study provides strategic implications for SNS to be a healthy  information sharing platform and suggests that SNS service providers should understand both sides to develop a strategy for reducing privacy concerns and promoting the use of SNS. use SNS.

 

** Dual Factor Theory: This theory, based on Herzberg’s motivation-hygiene theory, has been applied and developed in the fields of information system (IS) and information technology (IT). According to this theory, positive factors which lead to satisfaction exist and are referred to as enablers. At the same time, negative factors exist which lead to discontent and are called inhibitors. These enablers and inhibitors are not opposing concepts; they work independently of each other with differing conditions. In addition, enablers and inhibitors independently influence a system.