Privacy paradox stems from overconfidence: a study of users’ privacy disclosure in online knowledge communities

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ABSTRACT In OKCs, knowledge sharing is the main activity of users. However, the process of sharing knowledge inevitably discloses privacy. Understanding users’ privacy-disclosure behavior in OKCs is crucial for community development. In order to expose the phenomenon of privacy-disclosure behavior and privacy paradox in OKC, this study employs an explanatory sequential mixed methods design to explore the relationships among users’ privacy literacy (PL), the privacy paradox, and privacy-disclosure intentions in OKCs. We developed a research model based on privacy calculus and protective motivation theory, testing it among 442 long-term OKC users. Additionally, semi-structured interviews with 25 users provide qualitative insights. This paper indicates that many OKC users overestimate their PL, which influences their privacy-disclosure intentions and contributes to the privacy paradox. This implies that overestimating PL may be another reason for the privacy paradox. Furthermore, privacy attitudes and subjective norms emerge as significant factors shaping users’ decisions to disclose personal information, with peer perceptions playing a crucial role in users’ disclosure behaviors. This study contributes to the existing literature on privacy issues in OKCs by shedding light on the complexities surrounding users’ privacy behaviors. It offers practical recommendations for community managers and users to enhance privacy protection.