How Not to Measure Social Network Privacy: A Cross-Country Investigation

Privacy has been conceptualized as a multi-dimensional construct in prior research. However, most multi-dimensional conceptualizations were developed based on populations from western countries. It remains an open question whether the underlying dimensions of privacy stays consistent in non-western countries. Through a series of factor analyses on two survey datasets, we compare the dimensions of privacy concern, information disclosure, general disclosiveness, and privacy management strategies among social network users in the US, China and South Korea. We find significant cross-country differences in the dimensions of these privacy-related concepts, indicating that the fundamental understanding of these concepts varies substantially across these countries. We discuss possible explanations of these cross-country differences and make methodological suggestions for future work.