Examining gender differences in people's information-sharing decisions on social networking sites

Information systems research provides increasing evidence that women and men differ in their use of information technology. However, research has not sufficiently explained why these differences exist. Using the theory of reasoned action and social role theory, this paper investigates gender differences in people's decisions about information sharing in the context of social networking sites (SNSs). We developed a comparative model of the information-sharing decision process across genders and theoretically explained why these differences exist. Data was collected from an online survey taken by American SNS users. We found that privacy risks, social ties, and commitment were more important in the formation of attitudes toward information sharing for women than men. Gender significantly moderates the relationship between people's perceptions of information sharing and their intention to share information. This paper provides an enhanced understanding of gender differences in people's decisions about sharing information on SNSs. It advances gender differences research into the use of newly emerged information technology and provides researchers insightful views of the role that gender plays in the social media era. Being aware of the research findings, practitioners may better engage their targeted stakeholders on SNSs and collect more useful information for business purposes.