SNS 서비스에서 사용자 지각이 자기표현에 미치는 영향 연구-플랫폼 신뢰의 조절효과 중심으로
A Study on the Impact of User Perception on Self-disclosure in SNS Services - Focusing on the Moderating Effect of Platform Trust
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초록
오늘날 디지털 사회에서 인터넷 플랫폼에 대한 사람들의 자기 표현은 연구자와 사회 관찰자의 초점이 되었다. 소셜 미디어와 온라인 커뮤니케이션의 인기와 함께 사용자의 자기 표현은 하나의 규범이 되었고 인터넷 플랫폼에서 중요한 역할을 하고 있다. 본 논문은 SNS 서비스에서 사용자 관점부터 프라이버시 컴퓨팅 이론(Privacy Calculus)을 바탕으로 자기표현에 대한 사용자 지각의 영향을 알아보기 위해 사용자 지각을 지각된 리스크와 지각된 가치로 확장하여, 지각된 리스크, 지각된 가치, 플랫폼 신뢰, 자기표현의 네 가지 변수를 포함하는 모형을 구성하고, 네 변수의 관계를 검증하고자 하였다. 검증 결과 지각된 리스크가 자기표현에 유의한 음의 영향을 주는 것으로 나타났고, 지각된 가치는 자기표현에 유의한 양의 영향을 주는 것으로 나타났다. 또한 신뢰는 사용자 지각과 자기표현 간의 조절 효과로 작용하는 것으로 분석되었다.
Abstract
In today's digital society, users' self-disclosure of Internet platforms has become the focus of researchers and social observers. With the popularity of social media and online communication, users' self-disclosure has become the norm and plays an important role in Internet platforms. In order to find out the effect of user perception on self-disclosure from the user's perspective in SNS services based on Privacy Computing Theory, this paper expanded user perception to perceived risk and perceived value, constructed a model including four variables: perceived risk, perceived value, platform trust, and self-disclosure, and verified the relationship between the four variables. As a result of the verification, it was found that perceived risk had a significant negative effect on self-disclosure, and perceived value had a significant positive effect on self-disclosure. In addition, it was analyzed that trust acts as a moderating effect between user perception and self-disclosure.
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