Privacy Calculus and Personal Data Disclosure: Investigating the Roles of Personality Traits

The contemporary era of globalization has witnessed significant transformations in social interactions due to the emergence of social media platforms. These digital tools have enabled individuals to connect with each other and have contributed to the dissemination of information on a global scale. This research aims to investigate the impact of perceived risks, benefits, and the big five personality traits - as a boundary condition - on self-disclosure practices on social media platforms. To achieve this objective, the survey approach was used to collect data from social network users. SmartPLS is utilized to test the proposed theoretical model and to analyze the collected data. The results of this study propose that disclosure of personal data is significantly associated with perceived benefits and risks. However, no evidence was found to support the moderating role of personality traits in the relationships studied.