Attitude towards SNS was also collected because we think interesting to run an it’s additional analysis to see if our IVs would also have an impact on attitude towards SNSs themselves. A 7 point scale with 4 items was adopted to measure attitude towards SNS. The original scale contains six items. We excluded three less relative items out of our study like YouTube videos created by customs/fans of the product (“I or like Twitter feeds for the product or like YouTube videos brand”, “I brand” , “I created by the sponsor company of the product or to keep the survey short. brand”) These questions were measured on a 7-point scale ranging from to “strongly disagree” The left items are: “strongly agree”. I like banner product and brand advertising on SNS profiles I like SNS profiles created by the sponsor or company of the product of brand. I like SNS profiles created by customer/fans of the product or brand. Furthermore, we add one more question to get deeper and more direct perception of attitude toward SNS: subjects’ I think Facebook is a safety platform. Privacy concerns (PC) A three-item scale about privacy concern by Culnan (1993) is widely used by scholars. But this scale is more likely to measure general privacy concerns instead of privacy concerns of online environment, not mentioning SNS environment. We made a little change upon the questions. These questions were measured on a 7-point scale ranging from to “strongly disagree” “strongly agree”. PC1: I am concerned about treats to my personal privacy after seeing this ad. PC2: Facebook users have lost all control over how personal information is used. PC3: Citizens begin surrendering their privacy the day they open their Facebook accounts or other SNS accounts. Intrusiveness (I) To measure the intrusiveness aroused by the ad on the we adopted “Facebook page”, the 7 point scale with 10 items which Doorn & Hoekstra (2013) used in their research. These questions were measured on a 7-point scale ranging from to “strongly disagree” “strongly agree”.
Attitude towards SNS was also collected because we think it’s interesting to run an additional analysis to see if our IVs would also have an impact on attitude towards SNSs themselves. A 7 point scale with 4 items was adopted to measure attitude towards SNS. The original scale contains six items. We excluded three less relative items out of our study (“I like YouTube videos created by customs/fans of the product or brand”, “I like Twitter feeds for the product or brand” , “I like YouTube videos created by the sponsor company of the product or brand”) to keep the survey short. These questions were measured on a 7-point scale ranging from “strongly disagree” to “strongly agree”. The left items are: I like banner product and brand advertising on SNS profiles I like SNS profiles created by the sponsor or company of the product of brand. I like SNS profiles created by customer/fans of the product or brand. Furthermore, we add one more question to get deeper and more direct perception of subjects’ attitude toward SNS: I think Facebook is a safety platform. Privacy concerns (PC) A three-item scale about privacy concern by Culnan (1993) is widely used by scholars. But this scale is more likely to measure general privacy concerns instead of privacy concerns of online environment, not mentioning SNS environment. We made a little change upon the questions. These questions were measured on a 7-point scale ranging from “strongly disagree” to “strongly agree”. PC1: I am concerned about treats to my personal privacy after seeing this ad. PC2: Facebook users have lost all control over how personal information is used. PC3: Citizens begin surrendering their privacy the day they open their Facebook accounts or other SNS accounts. Intrusiveness (I) To measure the intrusiveness aroused by the ad on the “Facebook page”, we adopted the 7 point scale with 10 items which Doorn & Hoekstra (2013) used in their research. These questions were measured on a 7-point scale ranging from “strongly disagree” to “strongly agree”.
Gu-W.-368921wg-.docx