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Exploring the Effects of the Privacy-Handling Management Styles of Social Networking Sites on User Satisfaction: A Conflict Management Perspective

The issue of consumer information privacy, arguably the most substantial and persistent problem confronting e-commerce companies in general and online social networking service providers in particular, often results in unsatisfied customers. Researchers have investigated privacy from various perspectives and in a multitude of settings, yet there have been few attempts to understand privacy versus satisfaction, particularly from the perspective of conflict management. Because users’ privacy can be negatively affected by social networking sites (SNS), this study focuses on the privacy conflicts between SNSs and their users. Drawing on conflict management theory, this article investigates the effects of different conflict management styles exhibited by an SNS on users’ satisfaction with its privacy practices, which then affects their intention to disclose personal information. The SNS examined in this study is Facebook, the most popular SNS with the largest number of users. Data were collected using an online survey and were analyzed using structural equation modeling. The results suggest that the two cooperative conflict management styles demonstrated by the SNS—accommodating and problem-solving—positively affect users’ satisfaction with the privacy practices of the SNS both directly and indirectly through perceived privacy risk control. With regard to uncooperative styles, an avoiding style negatively affects user satisfaction directly, whereas an asserting style negatively affects user satisfaction indirectly through perceived privacy risk. The results also support that satisfaction is positively related to intention; users who are satisfied with the privacy practices of SNSs are more willing to disclose personal information than unsatisfied ones.