1.

Introduction:

Trust has been the fundamental pre-requisite for the progress of commerce and prosperity in
human societies. Trust is the willingness to depend on another person or institution based on the
belief in the integrity, ability, and benevolence of behavior across the individuals because it
determinates the extent to which people are going to depend on others. Trust is a social
phenomenon that can downplay the social complexity involved in assessing others’ motives and
behaviors and thus can be valuable in soci-interaction.[(august 18 th 2015), Gaurav Bansal,
Fatemeh Mariam,: Do context and personality matter? Trust and privacy concern in disclosing
private information online, 02-04.

The contribution to this study is in introducing personality and context into trust and privacy
when disclosing personal information. In their seminal paper, mayer et al.[90]have suggested
that the propensity to trust, an aspect of personality, determines trust, Thus a major contribution
of this paper is setting Trust theory in a new perspective by demonstrating that personality is
indeed a significant determinant of trust. The study adds the who and where-previously neglected
aspects-to the theory of trust and privacy, thereby opening new avenues of research and
demonstrating that managers must consider context and personality in addressing their customers
and personalizing websites.

Concern for privacy on social networking platform is increasingly gaining the internet of
researchers, policy maker, business leaders and consumers. Compared to other online
technologies, information privacy on social networking platform needs to be considered
differently since it requires self-disclosure of personal information to form social ties information
privacy on social networking platform needs to be kept confidential among agents. Hence
information privacy is formally conceptualized on this paper is about exchange of personal
information among members of social networking with implicit anticipation that members share
a responsibility of keeping the shared information private. Research into social networking
platform use and personality could be used for a variety of purpose including online marketing,
e-commerce, Face book etc.[(2008) Korzaan, Melinda L.; Boswell, Katherine T,: The influence
of personality traits and information privacy concern on behavioral intension, 15-24.
For more than a century, concern for privacy has co-evolved with advance in information
technology. The CFP (concern for privacy) refers to the anxious since of internet that a person
has because of various types of treats to the person’s state of being free from intrusion. Research
studies have validated this concept and identified its consequences. For example, as seen CFP
can have a negative influence on the adoption of information technology but little is known
about factors likely to influence such concern. So Big Five personality trait(agreeableness,
emotional stability, openness to experience, and conscientiousness) as factor that can influenced
privacy concerns. [(august 2008), Iris A. Jungals, Norman A. Jhonson, Christiane Spitzmueller:
personality traits and concern for privacy: An empirical study in the context of location based-
services,17(4) 13-14.

The interaction of online privacy concern and personality traits as one of its antecedents has been
the subject of scientific research since relatively recently. With the development of information
science and the Internet, online privacy issues have raised the attention of both scholars and
policymakers. In addition there are numerous business areas that might be interested in online
privacy concern as well, such as e-commerce online social platforms. The result of the European
Commission’s survey on “ICT usage and e-Commerce”(2016) show there is an increase in e-
commerce trading, in 2015, 20 percent of enterprise in the European Union recorded e-sales,
which accounted for 16 percent of total turnover of enterprise. Compared to 2008, the figures
increased by 7 and 4 % points, respectively. Globally it is expected that in 2020, e-sales will
reach USD 4.1 trillion with their share in total retail sales doubling compared to the 2015 level
(emarter,2016).[ (march 12th 2018),Burno skrinjaric, Jelena Budak, Mateo Zokaj article on the
effect of personality traits on online privacy concern),16(2) 106-108.

The researcher hypotheses argue whether five personality traits significantly influence an
individual online privacy concern. Based on the theoretical model and intuitive rationale and
only partially on relatively scare existing literature, we assume a positive impact of
conscientiousness, openness and emotional stability on online privacy concern, while
extraversion and agreeableness are expected to affect it negatively. The divergence between the
theory and empirical evidence is observed in the latter two personality traits which mostly prove
to be positively correlated with the level of online privacy story and how they can explain the
variation in online privacy concern, one should understand the reasons behind the research of
online privacy concern in general, as well as personality traits, which are considered to be
relevant antecedents. Therefore, the theoretical framework consisting of the Big Five model of
personality traits and concern for privacy in social networking platform is briefly explained in
the following.