Title: ASEAN users' privacy concerns and security in using online social networks

Authors: Narumon Sriratanaviriyakul; Mathews Nkhoma; Anna Lyza Felipe; Thanh Kim Cao; Quyen Ha Tran; Roger Epworth; Avinash Shankaranarayanan; Huy Le Quang

Addresses: RMIT University Vietnam, 702 Nguyen Van Linh Boulevard, District 7, Ho Chi Minh City, Vietnam ' RMIT University Vietnam, 702 Nguyen Van Linh Boulevard, District 7, Ho Chi Minh City, Vietnam ' RMIT University Vietnam, 702 Nguyen Van Linh Boulevard, District 7, Ho Chi Minh City, Vietnam ' RMIT University Vietnam, 702 Nguyen Van Linh Boulevard, District 7, Ho Chi Minh City, Vietnam ' University of Economics HCMC Vietnam, 59C Nguyen Dinh Chieu Street, Ward 6, District 3, Ho Chi Minh City, Vietnam ' RMIT University Vietnam, 702 Nguyen Van Linh Boulevard, District 7, Ho Chi Minh City, Vietnam ' RMIT University Vietnam, 702 Nguyen Van Linh Boulevard, District 7, Ho Chi Minh City, Vietnam ' RMIT University Vietnam, 702 Nguyen Van Linh Boulevard, District 7, Ho Chi Minh City, Vietnam

Abstract: As the ASEAN consumers are increasingly moving online, the number of internet users according to UBS increase to 32% across the region and 112% penetrated by mobile technology. More than 50% of ASEAN users are participating to online social network (OSN). This research is to investigate the awareness and influence of security and privacy issues on internet users' trust, and building a safer OSN landscape in South East Asian region by examining the relationships among online privacy concerns, security, trust, and intention. Using structural equation modelling, the findings shows that 'privacy' correlates with 'security' but these two variables do not have significant impact on users' trust. Moreover, only 'trust' and 'security' affect users' intention to use OSN.

Keywords: online social networks; OSN; privacy concerns; network security; trust; ASEAN consumers; privacy preservation; privacy protection; internet users; South East Asia; intention to use; structural equation modelling; consumer behaviour; social networking.

DOI: 10.1504/IJESDF.2017.081787

International Journal of Electronic Security and Digital Forensics, 2017 Vol.9 No.1, pp.84 - 99

Received: 23 Feb 2016
Accepted: 09 Sep 2016
Published online: 24 Jan 2017 *

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