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인스타그램 스토리의 지각된 일시성이 사용자의 자기개방 의도에 미치는 영향

The influence of perceived ephemerality of Instagram stories on users’ self disclosure intention

김은실|이예진|김윤아|이윤슬
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2022.08|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제23권 제3호|pp. 257-288|DOI 10.21074/kjlcap.2022.23.3.257

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키워드

perceived control사회적 실재감social presence즐거움인스타그램 스토리통제감프라이버시 우려일시성privacy concernperceived enjoyment자기개방 의도프라이버시 계산 모델인상관리 우려Instagram Storyperceived ephemeralityself disclosure intentionprivacy calculus modelimpression management concern
주제분류심리과학

초록

오늘날 많은 사람들이 타인과 상호작용하며 관계를 형성해 나가는 소셜미디어 플랫폼은 사용자의 게시물이 영구적으로 축적되어 불특정 다수에게 노출된다는 특성을 지닌다. 그러나, 이러한 소셜미디어의 기존 특성과는 반대로 인스타그램 스토리(story)는 24시간 후에 자동으로 게시물이 삭제된다는 점에서 ‘일시성’을 갖는다. 이러한 소셜미디어 플랫폼의 일시성이 사용자의 자기개방을 증진시킨다는 선행연구를 바탕으로 본 연구에서는 해당 영향의 기제를 프라이버시 계산 모델(privacy calculus model)을 통해 살펴보았다. 구체적으로, 사회적 실재감, 지각된 즐거움, 지각된 통제감을 지각된 혜택으로써, 프라이버시 및 인상관리 우려를 지각된 위험으로 설정하고 그 영향을 살펴보았다. 연구결과, 지각된 일시성이 사회적 실재감에 미치는 영향은 유의하지 않았다. 이후, 수정된 연구모형 결과 지각된 일시성은 지각된 즐거움에 정적 영향을 미쳤으며 이는 다시 자기개방 의도와 정적 상관을 보이는 것으로 나타났다. 또한, 지각된 일시성은 지각된 통제감에 정적 영향을 미쳤으며, 지각된 통제감은 다시 프라이버시 우려 및 인상관리 우려에 부적 영향을 미치는 것으로 나타났다. 그러나, 예상과 달리 프라이버시 우려와 인상관리 우려가 자기개방 의도에 미치는 영향은 정적인 것으로 나타나, 프라이버시 역설과 인상관리 전략의 영향을 확인할 수 있었다. 본 연구는 인스타그램 스토리의 일시적인 특성과 소셜미디어 자기개방에 중요하게 영향을 미치는 변인들의 관계를 고찰함으로써 소셜미디어 상에서 자기개방의 선행요인을 파악하고 그 기제를 살펴봤다는 점에서 의의를 지닌다.

Abstract

Today, people form and maintain relationships by interacting with others online, especially through social media platforms which encompass the risk of permanent exposure to unspecified audiences. Contrary to these persistent social media, however, Instagram Stories are unique in that its posts are sef-deleted within 24 hours. This ‘ephemerality’ of social media is well known for promoting one’s self-disclosure online. Based on this notion, this study examined the mechanism of perceived ephemerality on self-disclosure through the privacy calculus model. In particular, we examined the influence of social presence, perceived enjoyment and control as the benefit as well as the privacy concern and impression management concern as the risk of self-disclosure. Results show that the effect of perceived ephemerality on social presence was not significant and therefore the modified model was tested by eliminating the path. As a result, perceived ephemerality had a positive influence on perceived pleasure, which in turn showed a positive correlation with self-disclosure intention. In addition, perceived ephemerality showed a positive relationship with perceived control which had a negative effect on privacy concerns and impression management concerns respectively. However, contrary to our expectation, privacy concern and impression management concern had a positive influence on self-disclosure, therefore confirming the privacy paradox and strategic impression management. This study provides academic and managerial implications by examining the relationship between ephemerality of Instagram story and meaningful variables in social media self-disclosure.

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