Trade off Cybersecurity Concerns for Co-Created Value

ABSTRACT

Based upon the service-dominant (S-D) logic and the well-established belief-behavior framework, this study proposes a research model that captures the belief/perception factors and the interactive process driving people to balance and trade-off their cybersecurity concerns for co-created value in social media use. The model was validated with a large set of field survey data of 1,559 Facebook users. For information systems (IS) research, the study represents our attempt in adopting and empirically assessing the S-D Logic in the social media context. We extended the IS privacy calculus literature, and provided a context-specific cognitive/behavioral trade-off view of social media use. For business practice, the study offers managerial guidelines in improving service effectiveness and retaining a critical mass of active social media users for marketing extension, business innovations, and customer relationship management (CRM) in the organizational setting.

KEYWORDS:

• Social media
• cybersecurity
• co-created value
• trust
• service-dominant logic
• belief-behavior

Notes

¹ We thank the anonymous reviewer for his/her valuable advice in integrating the additional factors into our research model.

² We thank the anonymous reviewer for pointing out research limitations of this study and valuable advice for the enhancement of future research.