Abstract
Personalization is used in social networking Web sites to endow users’ need to serve better which are widely researched, but little is known about the role of privacy concern, control of the user toward trust building, and the decision to making with personalized social networking Web sites. This research develops a model to identify the effect of content personalization on users’ privacy concerns and desire to control social networking Web sites and also shows users’ trust building to predict users’ intention to revisit social networking. The result shows users to develop higher privacy concerns and more desire to control with higher content personalization in social networking sites; it also identifies a high correlation of privacy concerns, control of users in trust building, and positive behavioral intentions toward social networking sites. The model fit result shows a good fit for the proposed model which further can be used in personalization design and implementation strategies in social networking sites.
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Desai, D. (2021). Role of Privacy Concern and Control to Build Trust in Personalized Social Networking Sites. In: Sheth, A., Sinhal, A., Shrivastava, A., Pandey, A.K. (eds) Intelligent Systems. Algorithms for Intelligent Systems. Springer, Singapore. https://doi.org/10.1007/978-981-16-2248-9_10
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DOI: https://doi.org/10.1007/978-981-16-2248-9_10
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