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SNS 환경에서 개인 및 타인 정보 공유 행동에 영향을 미치는 요인

Factors Affecting the Information Sharing in SNS Environment: Focusing on Uses and Gratifications Theory

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초록

본 연구는 SNS 개인 계정에서 개인 및 타인 정보를 공유하는 행동에 영향을 미치는 요인들을 파악하기 위한 목적으로 수행되었다. 본 연구는 이용과 충족 이론을 바탕으로 소통, 관심 끌기, 관계 유지, 외로움 완화라는 네 가지 이용 동기와 함께 정보 공유 행동의 제약 요인인 프라이버시 우려, 그리고 서비스 환경 요인인 서비스 신뢰도를 중심으로 정보 공유 행동에 미치는 영향력을 살펴보았다. 본 연구는 SNS 이용자들이 개인 계정에서 개인 정보 뿐 만 아니라 타인과 관련된 정보들도 함께 공유하고 있다는 점을 고려하였고, 이를 기반으로 정보 공유 행동을 개인 정보 공유 행동과 타인 정보 공유 행동으로 나누어 살펴보았다. 이를 위해 본 연구는 사진 및 동영상 공유가 가능하며, 다른 SNS 이용자들의 이름을 게시물에 태깅(tagging)할 수 있는 페이스북과 인스타그램 이용자를 조사대상자로 선정하였다. 3개월 이내 자신의 SNS에 정보를 공유한 경험이 있는 20-30대 소비자 374명을 대상으로 온라인 설문조사를 실시하였다. 분석 방법은 SPSS 20.0과, AMOS 21.0을 활용하여 빈도분석, 기술 통계 분석, 신뢰도 분석, 상관관계 분석, 확인적 요인 분석, 구조 모형 분석을 실시하였다. 본 연구의 결과는 다음과 같다. 첫째, 관계 유지 동기가 개인 및 타인 정보 공유 행동을 모두 증가시키는 요인으로 확인되었다. 둘째, 소통 동기, 관계 유지 동기, 서비스 신뢰도가 개인 정보 공유 행동을 증가시키는 요인으로 확인되었으나, 프라이버시 우려는 개인 정보 공유 행동을 감소시키는 요인으로 확인되었다. 셋째, 관심 끌기 동기, 관계 유지 동기, 외로움 완화 동기가 타인 정보 공유 행동을 증가시키는 요인으로 확인되었다. 본 연구는 SNS 개인 계정에서 개인 정보 공유 행동뿐만 아니라 타인의 정보를 공유하는 행동에 영향을 미치는 요인들을 함께 살펴보았다는 점에서 기존의 연구들과 차별성을 가지며, 이에 대한 실증적인 해석을 제공하였다는데 학문적 의의를 가진다.

Abstract

This study aimed to explore the influence of information sharing in SNS. The purpose of this study was to investigate the factors affecting the information sharing about self and others. The current study examine the influence of SNS usage motivations, privacy concerns, service trust on information sharing, based on the uses and gratification theory. A total of 374 participants were analyzed, with only those who uses instagram and facebook and also has experienced information sharing within 3 months being selected. SPSS 20.0 was used to conduct a descriptive analysis of the data, AMOS 21.0 was used to conduct a confirmatory factor analysis and structural equation model. The results of study was as follows. First, service trust was most influential factor of information sharing about self. Second, communication and relationship maintenance were significantly increases information sharing about self. Third, privacy concern significantly decreases information sharing about self. Fourth, loneliness mitigation was most influential factor of information sharing about others. Fifth, fame seeking and relationship maintenance were significantly increases information sharing about others. The results of this study can be helpful to understand information sharing in SNS.

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