Evaluating the Confidence & the Difference between Ethical Behavior of Honesty in Speech & Intent of Individuals in Social Networks

Ensuring ethical behaviors such as honesty in speech and the intent of people in the real world of communities are measurable. The purpose of this research is to find a way to measure the reliability and the difference between users and virtual and social networks.

This research method is applied-descriptive in survey type. Its statistical society were active users in mobile-based social networks associated with Tehran Stock Exchange which was 150 members that selected with available sampling method. Data were gathered by questionnaire. Structural Equation Method (SEM) was used for hypothesis analysis with Smart PLS software.

The findings of the research show that the relationship between program reputation and social rewards, popularity with concern about privacy, the process of experience with social rewards and social rewards are meaningful in speech, but the relationship between application compatibility with social rewards, self-esteem with privacy concerns, flow of experience with privacy concerns, financial rewards with self-disclosure honesty, financial rewards with honesty in speech and social rewards with a desire for honesty in speech are not meaningful.

The needs and ethical values of users on social networks should be carefully considered and social network providers should consider different social rewards. Also, the variables of self-esteem, user privacy and self-disclosure honesty on social networks, are the most important variables that need more attention.