...Jin Li; Wei Xiao; Yulan Zhang; Jian Mou Purpose This study aims to construct a dual-route model based on privacy calculus and Elaboration Likelihood Model to explore the factors affecting privacy risk perception and user behavior on social media, as well as to understand how individual differences...

... a theoretical model based on privacy calculus theory. Design/methodology/approach Privacy risks, conceptualized as natural risks and integrated risks, were proposed to affect the intention of privacy disclosure and protection. The model was validated through a hybrid approach of structural equation modeling...

... that is often use in these fields mostly related to information (Smith et al., 2011), especially in privacy calculus theory where the main purpose is to explain trade-off between privacy risks and benefits in the light of information disclosure (Xu et al., 2009 ; Li et al., 2010...