Location-based service information disclosure on social networking sites: The effect of privacy calculus, subjective norms, trust, and cultural difference

Along with the development of social networking sites, sharing location is becoming mainstream, offering many opportunities and promoting sustainable business performance of firm. Based on a survey of 433 Facebook users and the application of quantitative method, the paper found that the privacy concern substantially influences the perceived risk of location sharing. In addition, tendency is witnessed on trust in the social networking site providers and members. Also, impression management and incentive provision are strongly involved in the perceived benefits of location information disclosure intention. Both perceived risks and perceived benefits illustrate distinctive effects on sharing users’ location. The impact of subjective norms on sharing information related to a users’ location and observing the potential influence of culture, played as moderator. The finding also confirms subjective norms positively impact location information disclosure intention, while the moderating of culture does not play a contribution role.