trust on linkedin | why do people stop using linkedin?
TRANSCRIPT
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Trust in LinkedIn T EAM 2
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JO B S E A RC H
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R E S E A RC H Q U E S T I O N STR U S T I N L I N K ED I N
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– QUES T I ON # 1
What factors will influence student’s trust of strangers who send you invitation on
LinkedIn?
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– QUES T I ON # 2
What factors will influence student’s willingness to accept invitation on LinkedIn?
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– QUES T I ON # 3
Is there statistical difference between Chinese MSM students and US MSIM
students?
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L I T E RAT U R E R E V I E W S&R E S E A RC H M O D E L
TR U S T I N L I N K ED I N
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R E S E A RC H M O DE L
IN F O RM AT IO N D ISC LO SU RE
TRU ST O F PL AT F O RM
PR IVACY PRO T EC T IO N
TRU ST O F STRAN GE RS
SO C IAL E XC H AN GE
LO GIN F REQ U EN CY
N O. O F RE Q UE ST
W IL L IN GN E SS TO AC C E PT
H1
H2
H3H4
H5
H6
H7
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PO PU L AT I O N (S )
MSIMI N F OR M AT I ON S C HOOL
UN I V ER S I T Y OF WA S H I N GT ON
🇺🇸
MSMS C HOOL OF M AN AG EM E N T
TS I N G HUA U N I V ER S I T Y
🇨🇳140+ 160+
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S A M P L I N G M E T H O D
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S A M PL I N G M E T H OD
Sampling Frame(in alphabetical order)
4,59,72,10,34,26,108,66,…
S.R.S.40 Samples
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S A M PL E S I ZE
China U.S.24
32
40
48
34 35
6 5
Vaild Sample Invaild Sample
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E T H IC S M ATT E R STR U S T I N L I N K ED I N
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E T H I C S
• Anonymity & Confidentiality
• Few Identifying Information• Voluntary Participation• Personal Responsibility
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R E S U LT S
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R E L I A B I L I T Y TE ST
C R ON B AC H’ S AL P H A
> 0 . 7
CR ONB ACH S AL P H AI D 0 . 72P P 0 . 79R Q 0 . 76SE 0 . 81 1TP 0 . 72
TP R 1TR 0 . 76 6
WI L L 1
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C R O S S LOA D I N G S
Should Be …
I D P P R Q SE TP TP R T R W I L LI D 1 0 . 797 -0 .0 78 0 . 492 0 . 369 0 . 406 0 . 362 0 . 342 0 . 293I D 2 0 . 978 -0 .1 36 0 . 443 0 . 53 0 . 691 0 . 287 0 . 42 0 . 31P P 1 - 0 . 139 0 . 846 - 0 . 11 -0 . 097 - 0 . 122 - 0 . 036 - 0 . 26 0 . 009P P 2 - 0 . 058 0 . 733 - 0 . 389 0 . 002 - 0 . 153 -0 .0 4 - 0 . 203 -0 .0 2RQ 1 0 . 502 -0 .2 88 0 . 96 0 . 305 0 . 298 0 . 323 0 . 366 0 . 416RQ 2 0 . 276 -0 .1 92 0 . 726 0 . 072 0 . 134 - 0 . 067 0 . 221 0 . 169SE 1 0 . 531 -0 .1 41 0 . 372 0 . 886 0 . 528 0 . 457 0 . 557 0 . 484SE 2 0 . 495 -0 .0 71 0 . 197 0 . 876 0 . 451 0 . 295 0 . 344 0 . 304SE 3 0 . 32 0 . 042 0 . 09 0 . 789 0 . 187 0 . 565 0 . 172 0 . 455TP 1 0 . 704 -0 .2 11 0 . 234 0 . 476 0 . 904 0 . 135 0 . 452 0 . 322TP 3 0 . 376 -0 .0 54 0 . 25 0 . 264 0 . 792 0 . 153 0 . 317 0 . 395
T P R 1 0 . 329 -0 .0 48 0 . 236 0 . 539 0 . 166 1 0 . 295 0 . 517TR 1 0 . 175 -0 .0 95 0 . 315 0 . 239 0 . 299 0 . 062 0 . 755 0 . 44TR 3 0 . 5 -0 .2 56 0 . 363 0 . 442 0 . 51 0 . 32 0 . 867 0 . 37TR 5 0 . 344 -0 .3 54 0 . 222 0 . 357 0 . 312 0 . 31 0 . 849 0 . 406W I LL 0 . 329 -0 .0 05 0 . 386 0 . 507 0 . 41 0 . 517 0 . 484 1
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R E S U LT - U . S .
IN F O RMAT I O N D ISC LOSU RE
TRU ST O F PL AT F O RM
PR IVACY PRO T EC T IO N
TRU ST O F STRAN GE RS
SO C IAL E XC H AN GE
LO GIN F REQ U EN CY
N O. O F RE Q UE ST
W IL L IN GN E SS TO AC C E PT
0.887
1.232
2.238
1.654
2.717
0.316
0.732
1.28 80%1.96 95%
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R E S U LT - C H I N A
IN F O RMAT I O N D ISC LOSU RE
TRU ST O F PL AT F O RM
PR IVACY PRO T EC T IO N
TRU ST O F STRAN GE RS
SO C IAL E XC H AN GE
LO GIN F REQ U EN CY
N O. O F RE Q UE ST
W IL L IN GN E SS TO AC C E PT
1.069
1.996
1.401
1.401
1.265
2.035
1.193
1.28 80%1.96 95%
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DI S C U S S IO N STR U S T I N L I N K ED I N
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I V DV 🇺🇸 🇨🇳
TR US T OF PL ATF ORM
TRU S T I N S TRANGER
1 .2 3 2 1 .9 9 6
PR IVACY PROTEC T I ON
LEV EL2 .2 3 8 1 .4 0 1
S OC IA L EXCH ANGE
LEV ELWI LL I NG NES S
TO AC CEPT
2 .7 1 7 1 .2 6 5
LOG I N F R EQU ENCY 0 .3 1 6 2 .0 3 5
R E S U LT C O M PA R I S ON
Significant t>1.96Non-Significant
H2
If a MSM student highly trusts LinkedIn, the student will tend to trust strangers.
If the student does not trust LinkedIn that much, he will not trust strangers on the
platform neither.
If a MSIM student cares more about protecting his personal privacy, he will be more likely
to believe strangers.
If a student does not care much about personal privacy, he will be less likely to believe
strangers.
if a MSIM student thinks accepting stranger's friend
request is beneficial in some way, he will be more willing
to accept requests.
But if he thinks he will not benefit much from this
action, then his willingness to accept friend requests from strangers will be relatively
low.
If the student logs in LinkedIn frequently, he will be more likely to accept request.
If he only logs in LinkedIn once a week or even a
month, the willingness to accept requests will be lower.
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R E S U LT S C O M PA R I SO N - C O N T ’ D
Significant t>1.96Non-Significant
I V DV 🇺🇸 🇨🇳
I NF OR MAT I ON D I S C LOS U R E
LEV ELTR US T I N S TRANGER 0 .8 8 7 1 .0 6 9
TR US T OF S TRAN GER S
WI LL I NG NES S TO AC CEPT S TRANGER
0 .7 3 2 1 .1 9 3
NO. REQU ES T S ENT 1 .6 5 4 1 .4 0 1
H1
H4
H7
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L I M ITAT IO N STR U S T I N L I N K ED I N
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– L I M I TAT I ON # 1
Sample size is small
China U.S.24
32
40
48
34 35
6 5
Vaild Sample Invaild Sample
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– L I M I TAT I ON # 2
The quality of questionnaire answering.
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– L I M I TAT I ON # 3
The survey questions did not measure the latent variables very perfectly. Mainly because we lack enough literatures.
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N E XT S T E P …TR U S T I N L I N K ED I N
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N E XT ST E P…
• Eliminate limitations
• Conduct exploratory research on root-causes
Culture Marketing🇨🇳🇺🇸
Behavior
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Trust in LinkedIn T EAM 2
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C H A L L E N G E !
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DATA A N A LY S I S
Structural Equation Modeling
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M E A S UR E M E N T
Q1
Q2
Q3
Q 1Q 2
Q 3
IN F O RMAT I ON D I SC LO SU RE
TRU ST O F PL AT F O RM
PR IVACY PRO TE C T I O N
TRU ST O F STRAN GE RS
Q 1Q 2
Q 3Q 1
Q 2Q 3
Each question is a factor, reflect the
latent variable
This is a latent
variableRelationship between IV
and DV
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B E N E F I T S E E K I N GL I NK ED I N I NVO LV E S