trust on linkedin | why do people stop using linkedin?

Trust in LinkedIn T EAM 2

JO B S E A RC H

R E S E A RC H Q U E S T I O N STR U S T I N L I N K ED I N

– QUES T I ON # 1

What factors will influence student’s trust of strangers who send you invitation on

LinkedIn?

– QUES T I ON # 2

What factors will influence student’s willingness to accept invitation on LinkedIn?

– QUES T I ON # 3

Is there statistical difference between Chinese MSM students and US MSIM

students?

L I T E RAT U R E R E V I E W S&R E S E A RC H M O D E L

TR U S T I N L I N K ED I N

R E S E A RC H M O DE L

IN F O RM AT IO N D ISC LO SU RE

TRU ST O F PL AT F O RM

PR IVACY PRO T EC T IO N

TRU ST O F STRAN GE RS

SO C IAL E XC H AN GE

LO GIN F REQ U EN CY

N O. O F RE Q UE ST

W IL L IN GN E SS TO AC C E PT

H1

H2

H3H4

H5

H6

H7

PO PU L AT I O N (S )

MSIMI N F OR M AT I ON S C HOOL

UN I V ER S I T Y OF WA S H I N GT ON

🇺🇸

MSMS C HOOL OF M AN AG EM E N T

TS I N G HUA U N I V ER S I T Y

🇨🇳140+ 160+

S A M P L I N G M E T H O D

S A M PL I N G M E T H OD

Sampling Frame(in alphabetical order)

4,59,72,10,34,26,108,66,…

S.R.S.40 Samples

S A M PL E S I ZE

China U.S.24

32

40

48

34 35

6 5

Vaild Sample Invaild Sample

E T H IC S M ATT E R STR U S T I N L I N K ED I N

E T H I C S

• Anonymity & Confidentiality

• Few Identifying Information• Voluntary Participation• Personal Responsibility

R E S U LT S

R E L I A B I L I T Y TE ST

C R ON B AC H’ S AL P H A

> 0 . 7

CR ONB ACH S AL P H AI D 0 . 72P P 0 . 79R Q 0 . 76SE 0 . 81 1TP 0 . 72

TP R 1TR 0 . 76 6

WI L L 1

C R O S S LOA D I N G S

Should Be …

I D P P R Q SE TP TP R T R W I L LI D 1 0 . 797 -0 .0 78 0 . 492 0 . 369 0 . 406 0 . 362 0 . 342 0 . 293I D 2 0 . 978 -0 .1 36 0 . 443 0 . 53 0 . 691 0 . 287 0 . 42 0 . 31P P 1 - 0 . 139 0 . 846 - 0 . 11 -0 . 097 - 0 . 122 - 0 . 036 - 0 . 26 0 . 009P P 2 - 0 . 058 0 . 733 - 0 . 389 0 . 002 - 0 . 153 -0 .0 4 - 0 . 203 -0 .0 2RQ 1 0 . 502 -0 .2 88 0 . 96 0 . 305 0 . 298 0 . 323 0 . 366 0 . 416RQ 2 0 . 276 -0 .1 92 0 . 726 0 . 072 0 . 134 - 0 . 067 0 . 221 0 . 169SE 1 0 . 531 -0 .1 41 0 . 372 0 . 886 0 . 528 0 . 457 0 . 557 0 . 484SE 2 0 . 495 -0 .0 71 0 . 197 0 . 876 0 . 451 0 . 295 0 . 344 0 . 304SE 3 0 . 32 0 . 042 0 . 09 0 . 789 0 . 187 0 . 565 0 . 172 0 . 455TP 1 0 . 704 -0 .2 11 0 . 234 0 . 476 0 . 904 0 . 135 0 . 452 0 . 322TP 3 0 . 376 -0 .0 54 0 . 25 0 . 264 0 . 792 0 . 153 0 . 317 0 . 395

T P R 1 0 . 329 -0 .0 48 0 . 236 0 . 539 0 . 166 1 0 . 295 0 . 517TR 1 0 . 175 -0 .0 95 0 . 315 0 . 239 0 . 299 0 . 062 0 . 755 0 . 44TR 3 0 . 5 -0 .2 56 0 . 363 0 . 442 0 . 51 0 . 32 0 . 867 0 . 37TR 5 0 . 344 -0 .3 54 0 . 222 0 . 357 0 . 312 0 . 31 0 . 849 0 . 406W I LL 0 . 329 -0 .0 05 0 . 386 0 . 507 0 . 41 0 . 517 0 . 484 1

R E S U LT - U . S .

IN F O RMAT I O N D ISC LOSU RE

TRU ST O F PL AT F O RM

PR IVACY PRO T EC T IO N

TRU ST O F STRAN GE RS

SO C IAL E XC H AN GE

LO GIN F REQ U EN CY

N O. O F RE Q UE ST

W IL L IN GN E SS TO AC C E PT

0.887

1.232

2.238

1.654

2.717

0.316

0.732

1.28 80%1.96 95%

R E S U LT - C H I N A

IN F O RMAT I O N D ISC LOSU RE

TRU ST O F PL AT F O RM

PR IVACY PRO T EC T IO N

TRU ST O F STRAN GE RS

SO C IAL E XC H AN GE

LO GIN F REQ U EN CY

N O. O F RE Q UE ST

W IL L IN GN E SS TO AC C E PT

1.069

1.996

1.401

1.401

1.265

2.035

1.193

1.28 80%1.96 95%

DI S C U S S IO N STR U S T I N L I N K ED I N

I V DV 🇺🇸 🇨🇳

TR US T OF PL ATF ORM

TRU S T I N S TRANGER

1 .2 3 2 1 .9 9 6

PR IVACY PROTEC T I ON

LEV EL2 .2 3 8 1 .4 0 1

S OC IA L EXCH ANGE

LEV ELWI LL I NG NES S

TO AC CEPT

2 .7 1 7 1 .2 6 5

LOG I N F R EQU ENCY 0 .3 1 6 2 .0 3 5

R E S U LT C O M PA R I S ON

Significant t>1.96Non-Significant

H2

If a MSM student highly trusts LinkedIn, the student will tend to trust strangers.

If the student does not trust LinkedIn that much, he will not trust strangers on the

platform neither.

If a MSIM student cares more about protecting his personal privacy, he will be more likely

to believe strangers.

If a student does not care much about personal privacy, he will be less likely to believe

strangers.

if a MSIM student thinks accepting stranger's friend

request is beneficial in some way, he will be more willing

to accept requests.

But if he thinks he will not benefit much from this

action, then his willingness to accept friend requests from strangers will be relatively

low.

If the student logs in LinkedIn frequently, he will be more likely to accept request.

If he only logs in LinkedIn once a week or even a

month, the willingness to accept requests will be lower.

R E S U LT S C O M PA R I SO N - C O N T ’ D

Significant t>1.96Non-Significant

I V DV 🇺🇸 🇨🇳

I NF OR MAT I ON D I S C LOS U R E

LEV ELTR US T I N S TRANGER 0 .8 8 7 1 .0 6 9

TR US T OF S TRAN GER S

WI LL I NG NES S TO AC CEPT S TRANGER

0 .7 3 2 1 .1 9 3

NO. REQU ES T S ENT 1 .6 5 4 1 .4 0 1

H1

H4

H7

L I M ITAT IO N STR U S T I N L I N K ED I N

– L I M I TAT I ON # 1

Sample size is small

China U.S.24

32

40

48

34 35

6 5

Vaild Sample Invaild Sample

– L I M I TAT I ON # 2

The quality of questionnaire answering.

– L I M I TAT I ON # 3

The survey questions did not measure the latent variables very perfectly. Mainly because we lack enough literatures.

N E XT S T E P …TR U S T I N L I N K ED I N

N E XT ST E P…

• Eliminate limitations

• Conduct exploratory research on root-causes

Culture Marketing🇨🇳🇺🇸

Behavior

Trust in LinkedIn T EAM 2

C H A L L E N G E !

DATA A N A LY S I S

Structural Equation Modeling

M E A S UR E M E N T

Q1

Q2

Q3

Q 1Q 2

Q 3

IN F O RMAT I ON D I SC LO SU RE

TRU ST O F PL AT F O RM

PR IVACY PRO TE C T I O N

TRU ST O F STRAN GE RS

Q 1Q 2

Q 3Q 1

Q 2Q 3

Each question is a factor, reflect the

latent variable

This is a latent

variableRelationship between IV

and DV

B E N E F I T S E E K I N GL I NK ED I N I NVO LV E S