Cultural values influence on the adoption of privacy threatening social networks features

Abstract

The effect of cultural values in IT adoption has attracted growing interest in the last years. Researchers posit that cultural values can shed some additional light on the factors that determine IT user acceptance and use. In this research in progress work, the authors propose a model based on previous user acceptance theories to develop a research study to inquire the role that individual cultural values play on the adoption of those social networks features that threat user's privacy the most. What the authors posit is that adoption of those features that are more critical from the point of view of users' privacy can be explained from the perspective of individual's cultural values. In this preliminary work, the authors have developed the model and have drawn a set of hypotheses. In the following steps of the research the authors are going to develop a survey to start the quantitative research.