TRUST, RISK AND BENEFITS IN CONTINUOUS INFORMATION SHARING THROUGH ONLINE SOCIAL NETWORK
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Abstract
The objective of this study was to examine the components and influences of trust, perceived risk and perceived benefit factors on continuous information sharing through online social network. This study was a quantitative research using an online questionnaire to gather data from online social network users who had ever shared information via Facebook, LINE, and Twitter. The exploratory factor analysis from 296 respondents out of 400 samples showed that factors identifying information sharing through online social network consisted of trust, perceived benefits of usage, enjoyment, legal risk, and security and privacy risk. The factors of perceived benefits of usage, enjoyment, and trust had positive effects on the intention for continuous information sharing of social network users. Perceived legal risk had negative effect; whereas perceived security and privacy risk had no significant effect on the intention for continuous information sharing. The results identify the factors affecting continuous knowledge sharing through online social network that contribute to digital marketing development and concerning points.
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