Investigation of perceived security, privacy and trust on social networking sites for stakeholder relationships development in Malaysian universities

Social networking sites (SNSs) are the major technological
developments included under the umbrella of Web 2.0. College students are the
most frequent users among the billion of active SNSs participants. Despite the
many advantages that derived from active participation in SNSs, numerous
security, privacy and trust concerns seem to influence social interactions and
communications within it. The purpose of this quantitative research study was
to determine the impact of security, privacy, and trust concerns on members’
behaviour towards sharing their information and develop new relationships
using a survey method in the form of a questionnaire. Furthermore, this study
examined the effects of the relationships developments between students on the
prospective students’ enrollment and potential employees’ application in
Malaysian higher education institutions (HEIs). The findings of the study
showed that perceived privacy and security are still to be the slight concerns for
online SNSs’ users’ willingness to share their information. However, members’
perceived security, trust in SNSs and its members positively associated with
development of new relationships, which is positively associated with students’
enrollment and employees’ application in HEIs. The findings provided
descriptive, reliability, factors loading, correlations as well as regression
analyses for perspectives, using SPSS 12.0.
Keywords: perceived security; perceived privacy;