Social computing technologies typically have multiple features that allow users to reveal their personal information to other users. Such self-disclosure (SD) behavior is generally considered positive and beneficial in interpersonal communication and relationships. Using a newly proposed model based on social exchange theory, this paper investigates and empirically validates the relationships between SD technology use and culture. In particular, we explore the effects of culture on information privacy concerns and the desire for online interpersonal awareness, which influence attitudes toward, intention to use, and actual use of SD technologies. Our model was tested using arguably the strongest social computing technology for online SD— instant messaging (IM)—with users from China and the United States. Our findings reveal that cross-cultural dimensions are significant predictors of information privacy concerns and desire for online awareness, which are, in turn, found to be predictors of attitude toward, intention to use, and actual use of IM. Overall, our proposed model is applicable to both cultures. Our findings enhance the theoretical understanding of the effects of culture and privacy concerns on SD technologies and provide practical suggestions for developers of SD technologies, such as adding additional control features to applications.
Although there has been a great deal of research on impression formation, little application of that research has been made to electronic commerce. A research model was constructed that hypothesized errors, poor style, and incompleteness to be inversely related to the users' level of perceived quality of an online store. Further, this perceived quality of the online store's Web site would be directly related to users' trust in the store and, ultimately, to users' intentions to purchase from the store. An experimental study with 272 undergraduate and graduate student volunteers supported all the hypotheses. In addition, it was found that the relationship between the factors and perceived quality was mediated by the perception of the flaws. The perception of flaws rather than the actual flaws influenced users' perception of quality. Supplemental analysis also seemed to indicate a pattern of diminishing effects with each subsequent flaw.