Abstract
Conference Title: SoutheastCon 2015 Conference Start Date: 2015, April 9 Conference End Date: 2015, April 12 Conference Location: Fort Lauderdale, FL, USA Users' willingness to engage in sharing personal identifiable information (PII) via social networking services (SNS) is impacted by a set of formative factors that structure the personal value system. In this study, we argue that the strength of this impact is moderated by a number of episodic factors that develop prior to the actual use of the SNS. A causal model that explains the relationships between the constructs is proposed.