Measuring the impact of privacy concerns, perceived risk and trust on the continuance intention of facebook users by means of PLS-SEM

Abstract

Facebook became one of the most popular ways of online social interaction. Many social networking sites like Facebook focus on their market, in other words, users. That’s why, antecedents of continuance intention of Facebook users should be investigated in order to develop more efficient marketing strategies [1]. According to the literature, privacy concerns, perceived risk and trust are the most important antecedents of continuance intention. The aim of this study is to examine the influence of privacy concerns, perceived risk and trust on the continuance intention of Facebook users in Bursa city of Turkey. Data were collected via an online questionnaire. A total of 241 questionnaires were used for the analysis. According to the results, privacy concerns antecedent was found to have a statistically negative significant impact on trust and positive significant impact on perceived risk. Trust antecedent was also found to have a statistically significant positive impact on continuance intention of Facebook users.