Understanding Member Use of Social Networking Sites from a Risk Perspective

Anecdotal evidence suggests that online users’ concern about risks may deter them from using social networking sites. Unfortunately, the existing literature did not develop a clear conceptualization of the key risk factors and failed to identify and differentiate the underlying facets of risks. In addition, prior studies did not systematically capture the imperative antecedents of members’ risk perception. The current study fills these research gaps. Drawing upon pertaining literature, we develop a succinct research model to understand risk factors that daunt members’ site use. Specifically, we explore the underlying risk factors embedded in site use and identity their sources of influence. The research model was validated by survey data collected from real users and the analysis results provided strong support to the research model. The current study generates new knowledge on the literature of social networking sites; it also sheds light on management strategies for networking service vendors to promote members’ extent of site use.