Predictors of Self-Disclosure Activities in Social Networking Sites (SNS) among University Students in Malaysia

The widespread use of the Internet, especially social media, has raised new privacy concerns due to extensive online interactions and the sharing of personal information on social networking sites (SNS). This study examines users’ self-disclosure behaviour on social media using the APCO Model (Antecedents - Privacy Concerns - Outcomes), supported by the Theory of Planned Behaviour (TPB) and the Technology Acceptance Model (TAM). The study expands the APCO model by adding new antecedents predicting self-disclosure activities and includes trust and risk as moderators between privacy concerns and self-disclosure. Using a quantitative approach, a survey was conducted with 998 students from five Malaysian public universities. Structural Equation Modelling (SEM) was applied to test hypotheses regarding variable relationships and the roles of mediators and moderators. The findings reveal that privacy concerns negatively impact self-disclosure, while social identity and familiarity with big data have a direct influence. Privacy concerns fully mediate the effects of privacy invasion experiences and perceived control over self-disclosure. Additionally, trust and perceived risk moderate the relationship between privacy concerns and self-disclosure, showing differences between high and low groups. This research contributes valuable insights to the field of online self-disclosure and invites further academic exploration.