Factors Influencing User Intention in Opening Personal Data on Social Media

The development of IT encourages the increased use of social media. A lot of internet users uses social media since the benefit they get from it, such as building, developing, and maintaining social relationships through sharing personal information. Despite the success of social media, privacy concerns have risen over the past few years. This study explores factors that encourage and hinders social media users from disclosing their personal information on social media, based on three frameworks, which are UTAUT2, Social Cognitive Theory, and Privacy Calculus. There are 155 respondents for this research. This research uses SmartPLS software for processing the data. As a result, the factors that influence people's intention to disclose personal data, including benefits of information disclosure, information control, perceived risks, and user self-presentation behavior.