Rong Chen




Traditional privacy research would suggest that whether to disclose personal information or not is an individual-based action.However in this paper, we suggest that the consideration of interpersonal level of interaction would also be of vitalimportance to privacy protection on Social Network Sites (SNS). Based on the theory of self-efficacy, we postulate a researchframework that includes the antecedents of both user’ self and collective efficacy beliefs on private information control, andthe consequent effects on privacy concern and related protection behavior. This study helps to better understand both types ofefficacy beliefs as well as study their impacts on two types of privacy concerns: privacy concerns of self disclosure and peerdisclosure. The findings are useful for privacy researchers who are interested in collaborative actions in the context of SNS,and for web designers to develop more group centered solutions for privacy protection.