Rationality-based beliefs affecting individual's attitude and intention to use privacy controls on Facebook: An empirical investigation

This study draws upon the theory of planned behavior and the rational choice theory to investigate the rationality-based beliefs affectingindividual's attitude and intention to use privacy controls on Facebook and shows that individual's attitude toward using privacy controls is influenced by benefit of using privacy Controls, cost of usingprivacy controls, and cost of not usingPrivacy controls.