Social Networking Services (SNSs) are online platforms used by end-users that have risen to prominence as a critical means of communication for humans today due to Web 2.0 development. The use of these social platforms has always been affected by numerous factors that have helped to shape the customer’s behavior in social media over the years. Among these factors are privacy, security, and trust, which significantly affect the consumer’s behavior when it comes to using technologies that have access to the consumer’s data, as they are considered the main pillars that determine the levels of acceptance for these technologies, in our case social networking services. For this research, considering that Meta’s social networking platforms (Facebook, Instagram, and WhatsApp) are the most used social platforms, they are used to explore the relationship between Perceived Privacy and Perceived Security to the Continuance Use Intention mediated by Trust. This study is quantitative with a simple descriptive method. The sample used for this research is 209 respondents who have previously used or are currently using Meta’s social networking platforms. The data is analyzed using the descriptive analyses and Structural Equation Modelling (SEM) technique. The findings of this study show that Perceived Privacy, Security, and Trust have a significant effect on Continuance Use Intention. Trust as the mediator variable significantly affects the relationship between Perceived Privacy and Perceived Security to the Continuance Use Intention.
Keywords: Perceived Privacy, Perceived Security, Trust, Continuance Use Intention, Social Networking Platforms, Meta, Facebook, Instagram, WhatsApp