The privacy calculus contextualized: The influence of affordances

When deciding what to disclose online, social network site users weigh benefits against risks—for example, expectations of social support versus privacy concerns. Users are also influenced by a social network site's affordances. In this study, we applied the privacy calculus model to investigate whether and how affordances affect self-disclosure. Specifically, we examined N = 128 users' reactions to the affordance of association, which was...