Abstract:

Social networking sites; are areas where users can share content and communicate and interact with other users. The most used social networking sites in Turkey are Youtube, Instagram, Whatsapp, Facebook and Twitter, respectively. Individuals can share status updates, photos, videos, comments, experiences or advertisements during their time on social networking sites. They share different types of information, as a result of this flow of information, social networking sites obtain a lot of data about their users and can generate commercial profit with the data. The aim of this study is to reveal the factors that lead users to share information on social networking sites and to determine how this behavior differs on men and women. For this purpose, confirmatory factor analysis (CFA), structural equation model (SEM) analysis, measurement equivalence test and multiple group analysis (MGA) were performed in this study. As a result of the analysis; It was found that the risk of privacy affects the information sharing attitude negatively and the commitment effects the information sharing attitude positively and the information sharing attitude and subjective norms both affect the information sharing intention positively. The effect of social ties on knowledge sharing attitude was not found significant. Finally, it was found that only the effect of attitude on the intention to share information on social networking sites differs according to gender, and this effect is higher in women than in men.

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