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SNS 서비스에서 사용자 프라이버시 염려가 자기표현에 미치는 영향 연구 - 지각된 리스크의 매개효과 중심으로

A Study on the Impact of User Privacy Concerns on Self-expression in SNS Services: Focusing on the Mediating Effect of Perceived Risk

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초록

본 논문은 SNS 서비스에서 사용자 관점부터 심리적 소유권 이론(Psychological Ownership)과 보호 동기 이론(Protection Motivation Theory)을 바탕으로 자기표현에 대한 프라이버시 염려의 영향을 알아보기 위해 프라이버시 염려, 지각된 리스크, 자기표현의 세 가지 변수를 포함하는 모형을 구성하고, 세 변수의 관계를 검증하고자 하였다. 검증 결과 프라이버시 염려가 자기표현 및 지각된 리스크에 유의한 음의 영향을 주는 것으로 나타났고, 지각된 리스크는 자기표현에 유의한 음의 영향을 주는 것으로 나타났다. 또한 지각된 리스크는 프라이버시 염려와 자기표현 간의 부분적인 매개효과로 작용하는 것으로 분석되었다.

Abstract

This paper aims to investigate the impact of privacy concerns on self-disclosure in SNS services from the user's perspective, based on Psychological Ownership and Protection Motivation Theory. We attempted to construct a model including three variables(privacy concerns, perceived risk, and self-disclosure) and verify the relationship between the three variables. As a result of the verification, privacy concerns were found to have a significant negative effect on self-disclosure and perceived risk, and perceived risk was found to have a significant negative effect on self-disclosure. Additionally, perceived risk was analyzed to have a partial mediating effect between privacy concerns and self-disclosure.

참고문헌 (35)

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