Recent privacy breaches through Facebook demonstrate that these breaches do not always reduce the use of a social media website after a very public breach, in fact, some people use the social media website more. This behavior leads to the question of whether privacy violations influence people’s continued use of Facebook. In this paper, we propose that people have privacy expectations when they use social media websites and when those privacy expectations are not disconfirmed they will be satisfied with the experience and continue using the website. Combining privacy expectations with the expectation disconfirmation theory, we provide a conceptual model to examine privacy-related factors that influence Facebook continuance use.
Jia, Shizhen and Crossler, Robert E., "Does Privacy Really Matter? An Extended Perspective on Individual Information System Continuance Use" (2018). WISP 2018 Proceedings. 29.