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The primary goal of this paper is testing a causal model of privacy management indicating the influence of gender on the user behavior of privacy management in OSNs. We adopted communication privacy management theory and the theory of planned behavior, developed a causal model showing the influence of self-evaluated gender role on the behavior of privacy management in online social networks, and tested a set of hypotheses using structural equation modeling (SEM). The results of SEM indicate that self-evaluation of masculinity and femininity did not have significant relationship with user’s behavior of privacy management in OSN.

An Influence of Self-evaluated Gender Role on the Privacy Management Behavior in Online Social Networks