In a society like this, it is adaptive to develop the ability to trust strangers. Now imagine a small village in medieval times. This is a low relational mobility social environment, and Japanese society tends to reflect this characteristic. In our survey, we asked participants to evaluate relational mobility around them, and we used this information to show a statistical link between country of residence, relational mobility , general trust, and Internet privacy concern. That is, our data showed that SNS users who live in a high relational mobility social environment are more likely to trust strangers, and this general trust in turn reduces privacy concern.
We argue that the research has important implications for Internet platforms and services wishing to go global.
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Indeed, data protection and informed consent should be the standard. But our findings drive home the fact that the importance of these steps may be more pertinent in some societies than others. If your market is Japan, for example, you will have to work hard to gain — and keep — consumer confidence that personal data will be used only in ways users have agreed to. Thomson, R. A socio-ecological approach to national differences in online privacy concern: The role of relational mobility and trust. Computers in Human Behavior, 51, Part A, — Yamagishi, T. Trust: The evolutionary game of mind and society.
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