Sealing One's Online Wall Off From Outsiders: Determinants of the Use of Facebook's Privacy Settings among Young Dutch Users

Pieces of personal information (e.g. contact details, photos, thoughts and opinions on issues and things) on online social network sites are susceptible to third-party surveillance. While users are provided with the possibility to prevent unwarranted access using available privacy settings, such settings may not often be adequately used. This research investigated the factors influencing the use of Facebook's privacy settings among young Dutch users based on the premises of Protection Motivation Theory and Technology Acceptance Model. A paper-based survey was implemented with 295 students in a vocational school in the eastern part of the Netherlands. Results of hierarchical regression analysis indicate that privacy valuation, self-efficacy, and respondents' age positively influenced the use of Facebook's privacy settings. Furthermore, the size of Facebook users' network negatively influences the use of those settings. Important results and points for future research are discussed in the paper.