This research is intended to investigate the relationship model between attention to privacy, trust and intention to disclose personal data. This study also adds intrinsic motivation in testing the effect of intrinsic motivation, namely the perception of comfort in the relationship.
This research was developed from a study of previous research models on the influence between attention to privacy, trust and intention to disclose personal data. There are at least two important things that distinguish this study from previous research. First, this research fills the gap of previous research where the object of research that examines these relationships tends to be done on sites with a transactional business model. Both of these studies examined the effect of moderation of intrinsic motivation, namely the perception of comfort in the model. Perez et al stated that in using social networking sites users tend to be driven by intrinsic needs, this is different from the context of transactional sites where the intended use tends to be driven by extrinsic motivation. The data collection method uses a survey whose object is specifically the users of the social networking site Facebook.com. Data collection techniques are done on a web-based basis. The instrument used is an instrument obtained from previous studies.
The response results amounted to 225 which are then processed by the author. Hypothesis testing applies a moderated regression analysis. The results of hypothesis testing support previous research on models of concern for privacy, trust and intention to disclose personal data. In testing the perception of comfort as a moderating variable, the authors found no influence of moderation on the relationship.