Factors Affecting the Continuance to Share Location on Social Networking Sites: The Influence of Privacy Concern, Trust, Benefit and the Moderating Role of Positive Feedback and Perceived Promotion Innovativeness

Abstract

Location sharing becomes an indispensable part of SNS which brings business many opportunities and fosters sustainable business activities by increasing the efficiency of location promoting. This study is to investigate the factors that affect location sharing behavior among SNS users and how to sustain these behaviors. The results emphasize the critical roles of privacy concern, trust in SNS providers and members, impression management, incentive on perceived risk and benefit and therefore impact to attitude to share the location information. Notably, this study contributes to post-adoption literature when examining the relationship between attitude to share location to the continuous location sharing behavior under the moderating effect of positive feedback and perceived promotion innovativeness. Detailed discussions and future research directions are provided.