An Open Model for Researching the Role of Culture in Online Self-Disclosure

The analysis of consumers’ personal information (PI) is a significant source to learn about consumers. In online settings, many consumers disclose PI abundantly – this is particularly true for information provided on social network services. Still, people manage the privacy level they want to maintain by disclosing by disclosing PI accordingly. In addition, studies have shown that consumers’ online self-disclosure (OSD) differs across cultures. Therefore, intelligent systems should consider cultural issues when collecting, processing, storing or protecting data from consumers. However, existing studies typically rely on a comparison of two cultures, providing valuable insights but not drawing a comprehensive picture. We introduce an open research model for cultural OSD research, based on the privacy calculus theory. Our open research model incorporates six cultural dimensions, six predictors, and 24 structured propositions. It represents a comprehensive approach that provides a basis to explain possible cultural OSD phenomena in a systematic way.