Factors affecting the continuance to share location on social networking sites: The influence of privacy concern, trust, benefit and the moderating role of positive feedback and perceived promotion innovativeness

Location sharing has become an indispensable part of social networking sites (SNSs) that brings business many opportunities and fosters sustainable business activities by increasing the efficiency of location promotion. This study investigated the factors that affect location sharing behavior among SNS users and how to sustain such behavior. The results of our survey of 210 Facebook users recruited from MTurk indicated that privacy concerns and trust in SNS members have significant impacts on the perceived risk of location sharing while trust in SNS providers does not have such an impact on perceived risk related to location sharing. Also, impression management and incentive are significantly associated with the perceived benefits of location sharing. Furthermore, both perceived risk and perceived benefits of location sharing are found to have significant impacts on attitudes toward sharing location. Notably, this study contributes to the post-adoption literature when examining the relationship between attitude toward sharing location and the incentive to continue location sharing behavior under the moderating effect of positive feedback and perceived promotion innovativeness. The results showed that positive feedback and perceived promotion innovativeness are essential factors that enhance the relationship between attitude toward location sharing and continued sharing of location. Detailed discussions and future research directions are provided.