Chenju;Liming Zhu;Qi Qi;Adam Huang;Qinghu

social networking sites;privacy disclosure;visibility;personal information;completeness;the chines

Purpose: This study was conducted to investigate the current situation of privacy disclosure in the Chinese social networking sites. Design/methodology/approach: Data analysis was based on profiles of 240 college students on Renren.com, a popular college-oriented social networking site in China. Users' privacy disclosure behaviors were studied and gender difference was analyzed particularly. Correlation analysis was conducted to examine the relationships among evaluation indicators involving user name, image, page visibility, message board visibility, completeness of education information and provision of personal information. Findings: A large amount of personal information was disclosed via social networking sites in China. Greater percentage of male users than female users disclosed their personal information. Furthermore, significantly positive relationships were found among page visibility, message board visibility, completeness of education information and provision of personal information. Research limitations: Subjects were collected from only one social networking website. Meanwhile, our survey involves subjective judgments of user name reliability, category of profile images and completeness of information. Practical implications: This study will be of benefit for college administrators, teachers and librarians to design courses for college students on how to use social networking sites safely. Originality/value: This empirical study is one of the first studies to reveal the current situation of privacy disclosure in the Chinese social networking sites and will help the research community gain a deeper understanding of privacy disclosure in the Chinese social networking sites.