trust on linkedin | why do people stop using linkedin?

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Trust in LinkedIn TEAM 2

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Page 1: Trust on LinkedIn | Why do people stop using LinkedIn?

Trust in LinkedIn T EAM 2

Page 2: Trust on LinkedIn | Why do people stop using LinkedIn?

JO B S E A RC H

Page 3: Trust on LinkedIn | Why do people stop using LinkedIn?
Page 4: Trust on LinkedIn | Why do people stop using LinkedIn?
Page 5: Trust on LinkedIn | Why do people stop using LinkedIn?

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

Page 6: Trust on LinkedIn | Why do people stop using LinkedIn?

– QUES T I ON # 1

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

LinkedIn?

Page 7: Trust on LinkedIn | Why do people stop using LinkedIn?

– QUES T I ON # 2

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

Page 8: Trust on LinkedIn | Why do people stop using LinkedIn?

– QUES T I ON # 3

Is there statistical difference between Chinese MSM students and US MSIM

students?

Page 9: Trust on LinkedIn | Why do people stop using LinkedIn?

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

Page 10: Trust on LinkedIn | Why do people stop using LinkedIn?

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

Page 11: Trust on LinkedIn | Why do people stop using LinkedIn?

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+

Page 12: Trust on LinkedIn | Why do people stop using LinkedIn?

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

Page 13: Trust on LinkedIn | Why do people stop using LinkedIn?

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

Page 14: Trust on LinkedIn | Why do people stop using LinkedIn?

S A M PL E S I ZE

China U.S.24

32

40

48

34 35

6 5

Vaild Sample Invaild Sample

Page 15: Trust on LinkedIn | Why do people stop using LinkedIn?

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

Page 16: Trust on LinkedIn | Why do people stop using LinkedIn?

E T H I C S

• Anonymity & Confidentiality

• Few Identifying Information• Voluntary Participation• Personal Responsibility

Page 17: Trust on LinkedIn | Why do people stop using LinkedIn?

R E S U LT S

Page 18: Trust on LinkedIn | Why do people stop using LinkedIn?
Page 19: Trust on LinkedIn | Why do people stop using LinkedIn?

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

Page 20: Trust on LinkedIn | Why do people stop using LinkedIn?

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

Page 21: Trust on LinkedIn | Why do people stop using LinkedIn?

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%

Page 22: Trust on LinkedIn | Why do people stop using LinkedIn?

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%

Page 23: Trust on LinkedIn | Why do people stop using LinkedIn?

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

Page 24: Trust on LinkedIn | Why do people stop using LinkedIn?

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.

Page 25: Trust on LinkedIn | Why do people stop using LinkedIn?

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

Page 26: Trust on LinkedIn | Why do people stop using LinkedIn?

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

Page 27: Trust on LinkedIn | Why do people stop using LinkedIn?

– 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

Page 28: Trust on LinkedIn | Why do people stop using LinkedIn?

– L I M I TAT I ON # 2

The quality of questionnaire answering.

Page 29: Trust on LinkedIn | Why do people stop using LinkedIn?

– 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.

Page 30: Trust on LinkedIn | Why do people stop using LinkedIn?

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

Page 31: Trust on LinkedIn | Why do people stop using LinkedIn?

N E XT ST E P…

• Eliminate limitations

• Conduct exploratory research on root-causes

Culture Marketing🇨🇳🇺🇸

Behavior

Page 32: Trust on LinkedIn | Why do people stop using LinkedIn?

Trust in LinkedIn T EAM 2

Page 33: Trust on LinkedIn | Why do people stop using LinkedIn?

C H A L L E N G E !

Page 34: Trust on LinkedIn | Why do people stop using LinkedIn?

DATA A N A LY S I S

Structural Equation Modeling

Page 35: Trust on LinkedIn | Why do people stop using LinkedIn?

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

Page 36: Trust on LinkedIn | Why do people stop using LinkedIn?

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