Your browser does not support the PubReader view.
Go to this page to see a list of supporting browsers.
Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 48, No. 2, pp.561-587
ISSN: 1226-1874 (Print)
Print publication date 30 Apr 2019
Received 02 Oct 2018 Revised 10 Feb 2019 Accepted 08 Mar 2019
DOI: https://doi.org/10.17287/kmr.2019.48.2.561

SNS 사용자의 자기노출 행동 동기요인

박지영* ; 곽기영**
*(주저자) 국민대학교 비즈니스IT 전문대학원 BK21플러스 사업팀 jiyoungpark@kookmin.ac.kr
**(교신저자) 국민대학교 경영대학/비즈니스IT 전문대학원 kykwahk@kookmin.ac.kr
Motivational Factors Affecting Self-Disclosure Behavior of SNS Users
Jiyoung Park* ; Kee-Young Kwahk**
*BK21 Plus Research Team, Graduate School of Business IT, Kookmin University, First Author
**College of Business Administration and Graduate School of Business IT, Kookmin University, Corresponding Author

초록

모바일 커뮤니케이션 기술이 성장하면서 SNS(social network services) 사용이 일상화되고 보편화되고 있다. SNS가 사용자 간 상호작용이나 의사소통 등을 할 수 있는 매력적인 수단을 제공하고 있지만 SNS 사용과 관련하여 개인의 정보 프라이버시 문제의 심각성이 부각되고 있다. SNS 사용자들이 공개하는 정보들은 매우 개인적인 것들이 다수이며, 제3자에 의해 오·남용 될 경우 심각한 위험에 처하게 될 수 있다. 그러므로 SNS의 환경적인 특성, 사용자 정보의 깊이 및 공개 수준 등을 생각할 때 SNS에서의 프라이버시 문제는 다른 차원의 것으로 보아야 할 필요성이 있다. 본 연구에서는 SNS 사용자를 대상으로 정보 프라이버시 염려에서 시작하여 SNS의 핵심 활동인 자기 정보 노출 행동에 이르는 과정을 SNS 사용에 대한 지각된 위험, 이익, 가치, 그리고 프라이버시 침해 경험 등의 구성개념 간 관계를 통해 살펴보았다. 또한 SNS에서의 프라이버시 문제를 다루기 위해 프라이버시 패러독스와 프라이버시 계산 이론을 도입하여 설명하였다. 본 연구는 SNS 사용자 325명을 대상으로 한 설문조사를 바탕으로 구조방정식모델링 방법을 이용하여 분석하였으며, 도구로 AMOS 23을 사용하였다. 연구를 통해 SNS 사용자의 정보 프라이버시 염려와 자기노출 행동 간에는 프라이버시 패러독스 현상이 있음을 확인하였다. 또한 프라이버시 계산이론을 근거로 하여 SNS에서 사용자의 자기노출은 SNS를 사용함으로써 얻을 수 있는 효용가치가 상대적으로 크기 때문임을 확인하였다. 그리고 프라이버시 침해에 대한 경험은 정보 프라이버시 염려 및 지각된 위험에 유의한 영향을 주었지만, 지각된 가치와 정보 노출 행동 사이에서 프라이버시 침해 경험의 조절효과는 확인할 수 없었다. 본 연구에서는 SNS 사용자들이 인지하고 있는 정보 프라이버시 염려, 위험, 이익, 가치, 그리고 프라이버시 침해 경험과 자기노출 행동 사이의 관계를 규명하였다. 그리고 연구결과를 기반으로 정보보호와 관련하여 SNS 생태계에 관여하고 있는 여러 이해관계자들이 고려해야 할 문제점들을 제시하였다.

Abstract

As mobile communication technology grows, the use of social network services(SNS) is becoming common and common. Although SNS provides an attractive means of interaction and communication among users, the seriousness of personal information privacy problems is emphasized in relation to the use of SNS. The information that SNS users disclose is very personal and can be seriously compromised if misused by a third party. Therefore, considering the environmental characteristics of SNS, the depth of user information, and the level of disclosure, there is a need to consider the privacy problem in SNS as another dimension.

The purpose of this study is to investigate the process of self-disclosure behavior, which is a core activity of SNS, from the information privacy concern to SNS users, and to show the relationship between perceived risk, perceived benefit, perceived value, and privacy experience. We also introduced privacy paradox and privacy calculation theory to deal with privacy problem in SNS. And users try to expand interpersonal relationships by strategically performing self-disclosure to become an influential user in SNS.

Self-disclosure, which is one of the main constructs of this study, is a result of information privacy concerns and is the act of disclosing personal information to other. Since the SNS environment does not have the same physical space of users for communication, the degree of self-disclosure in the SNS is a major opportunity to build trust in interpersonal relationships. Most SNS users tend to be very active in self-disclosure behavior, even though they are concerned that privacy may be violated. We examined the relationship between information privacy concerns and self-disclosure behavior and examined where there is a privacy paradox between the two constructs. We have introduced the theory of privacy calculation to explain the self-disclosure behavior of SNS users, and examined the relationship between the risk, benefit, and value that users feel through the use of SNS. And the role was explored by introducing a privacy experience as a factor that could increase privacy concerns and risks for individuals. And the role was explored by introducing the privacy experience as a factor that could increase personal information privacy concern and risks, and the moderate effect between perceived value and self-disclosure was also considered.

Based on a survey of 325 SNS users, we analyzed the structural equation modeling method and used AMOS 23 as a tool. The results show that there is a privacy paradox between information privacy concern and self-disclosure behavior on SNS users. Also, based on the theory of privacy calculation, it is confirmed that the self-disclosure of the user in the SNS is due to the relatively large utility value obtained by using the SNS. And the privacy experience has a significant effect on information privacy concern and perceived risk, but the moderate effect between perceived value and self-disclosure behavior could not be confirmed.

In this study, we have identified the relationship between information privacy concerns, risk, benefits, value, and privacy experience and self-disclosure behavior in SNS. Based on the results of the study, we presented the problems to be considered by the various stakeholders involved in the SNS ecosystem in relation to information security.

Keywords:

Information Privacy Concern, SNS, Self-Disclosure, Privacy Experience, Privacy Paradox

키워드:

정보 프라이버시 염려, SNS, 자기노출, 프라이버시 침해 경험, 프라이버시 패러독스

Acknowledgments

이 논문은 2018년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2018S1A5A2A01029642).

References

  • 김상현, 박현선(2013), “프라이버시 보호인식 및 보호행동의도에 미치는 영향 요인과 침해경험의 조절효과에 관한연구,” 인터넷전자상거래연구, 13, 79-105.
  • 김종기, 김상희(2013), “온라인 환경에서 프라이버시 행동의도에 미치는 영향,” 정보화정책, 20, 63-85.
  • 김종기, 김상희(2014), “프라이버시 염려와 정보제공행동 간의 프라이버시 역설에 관한 연구: 프라이버시 계산 이론을 중심으로,” Entrue Journal of Information Technology, 13, 139-152.
  • 나은영(2013), “트위터 이용자의 온라인 자기노출에 영향을 주는 요인들: 위협감소 요인과 이익기대 요인의 효과,” 한국언론학보, 57, 124-148.
  • 민진영, 김병수(2013), “프라이버시 계산 모형을 적용한 SNS 지속 사용 의도에 대한 연구: 페이스북과 카카오톡 사례 중심으로,” Information Systems Reviews, 15, 105-122.
  • 박준석, 곽기영(2017), “사회적 지지 과부하가 소셜미디어 환경에서의 사회적 소통에 미치는 영향,” 지식경영연구, 18, 137-157.
  • 손상영, 유지선, 오태원(2013), “온라인 프라이버시에 대한 철학적 배경과 산업적 접근,” 정책연구, 2013, 1-123.
  • 이새봄, 판류, 이상철, 서영호(2012), “자기표현욕구와 개인정보노출우려가 자기노출의도에 미치는 영향: 트위터를 중심으로,” 경영과학, 29, 1-20.
  • 이충훈, 맹윤호, 이중정(2015), “프라이버시 패러독스 영향 요인 연구: SNS를 중심으로,” Entrue Journal of Information Technology, 14, 99-112.
  • 최예나(2016), SNS 이용자의 프라이버시 염려와 자기노출 간의 관련성: 정보공개의 인지된 가치와 나르시시즘의 조절효과를 중심으로, 동국대학교 석사학위논문.
  • 과학기술정보통신부, 한국인터넷진흥원(2017), 2017 인터넷이용실태조사.
  • Acquisti A., and Gross, R.(2006), “Imagined Communities: Awareness, Information Sharing, and Privacy on the Facebook,” International Workshop on Privacy Enhancing Technologies PET, 36-58. [https://doi.org/10.1007/11957454_3]
  • Anderson, J. C., and Gerbing, D. W.(1988), “Structural equation modeling in practice: A review and recommended two-step approach,” Psychological Bulletin, 103, 411. [https://doi.org/10.1037/0033-2909.103.3.411]
  • Awad, N. F., and Krishnan, M. S.(2006), “The personalization privacy paradox: an empirical evaluation of information transparency and the willingness to be profiled online for personalization,” MIS Quarterly, 30, 13-28. [https://doi.org/10.2307/25148715]
  • Bansal, G., Zahedi, F. M., and Gefen, D.(2010), “The impact of personal dispositions on information sensitivity, privacy concern and trust in disclosing health information online,” Decision Support Systems, 49, 138-150. [https://doi.org/10.1016/j.dss.2010.01.010]
  • Barnes, S. B.(2006), “A privacy paradox: Social networking in the United States,” First Monday, 11. [https://doi.org/10.5210/fm.v11i9.1394]
  • Bélanger F., and Crossler, R. E.(2011), “Privacy in the digital age: a review of information privacy research in information systems,” MIS Quarterly, 35, 1017-1042. [https://doi.org/10.2307/41409971]
  • Bélanger F., and Hiller, J. S.(2006), “A Framework for E-Government: Privacy Implications,” Business Process Management Journal, 12, 48-60. [https://doi.org/10.1108/14637150610643751]
  • Beresford, A. R., Kübler, D., and Preibusch, S. (2012), “Unwillingness to pay for privacy: A field experiment,” Economics Letters, 117, 25-27. [https://doi.org/10.1016/j.econlet.2012.04.077]
  • Boyd, D. M., and Ellison, N. B.(2007), “Social Network Sites: Definition, History and Scholarship,” Journal of Computer-Mediated Communication, 13, 210-230. [https://doi.org/10.1111/j.1083-6101.2007.00393.x]
  • Carter, T. A., and Russell, C. A.(2003), “In pursuit of moderation: Nine common errors and their solution,” MIS Quarterly, 23, 479-501. [https://doi.org/10.2307/30036541]
  • Chin, W. W.(1998), “Issues and Opinion on Structural Equation Modeling,” MIS Quarterly, 22, 7-16.
  • Debatin, B., Lovejoy, J. P., Horn, A. K., and Hughes, B. N.(2009), “Facebook and online privacy: Attitudes, behaviors, and unintended consequences,” Journal of Computer-Mediated Communication, 15, 83-108. [https://doi.org/10.1111/j.1083-6101.2009.01494.x]
  • Dey, A. K., Abowd, G. D., and Salber, D.(2001), “A conceptual framework and a toolkit for supporting the rapid prototyping of context-aware applications,” Human-computer Interaction, 16, 97-166. [https://doi.org/10.1207/S15327051HCI16234_02]
  • Dinev, T., and Hart, P.(2006), “An extended privacy calculus model for e-commerce transactions,” Information Systems Research, 17, 61-80. [https://doi.org/10.1287/isre.1060.0080]
  • Ellison, N. B., Steinfield, C., and Lampe, C.(2007), “The benefits of Facebook “friends:” Social capital and college students’ use of online social network sites,” Journal of Computer-Mediated Communication, 12, 1143-1168. [https://doi.org/10.1111/j.1083-6101.2007.00367.x]
  • Fornell, C.G. and Larcket, D.(1981), “Evaluating Structural Equation Models with Unobservable Variable and Measurement Error,” Journal of Marketing Research, 18, 39-50. [https://doi.org/10.1177/002224378101800104]
  • Forsythe, S. M., and Shi, B.(2003), “Consumer patronage and risk perceptions in Internet shopping,” Journal of Business Research, 56, 867-875. [https://doi.org/10.1016/S0148-2963(01)00273-9]
  • Gefen, D., Straub, D., and Boudreau, M. C.(2000), “Structural equation modeling and regression: Guidelines for research practice,” Communications of the Association for Information Systems, 4, 1-80. [https://doi.org/10.17705/1CAIS.00407]
  • Hallam, C., and Zanella, G.(2017), “Online self-disclosure: The privacy paradox explained as a temporally discounted balance between concerns and rewards,” Computers in Human Behavior, 68, 217-227. [https://doi.org/10.1016/j.chb.2016.11.033]
  • Huang, H.-Y.(2016), “Examining the beneficial effects of individual’s self-disclosure on the social network site,” Computers in Human Behavior, 57, 122-132. [https://doi.org/10.1016/j.chb.2015.12.030]
  • Jiang, Z., Heng, C. S., and Chooi, B. C.(2013), “Research note: privacy concerns and privacy-protective behavior in synchronous online social interactions,” Information Systems Research, 24, 575-595. [https://doi.org/10.1287/isre.1120.0441]
  • Keith, M. J., Thompson, S. C., Hale, J., Lowry, P. B., and Greer, C.(2013), “Information Disclosure on Mobile Devices: Re-Examining Privacy Calculus with Actual User Behavior,” International Journal of Human Computer Studies, 71, 1163-1173. [https://doi.org/10.1016/j.ijhcs.2013.08.016]
  • Kim, D. J., Ferrin, D. L., and Rao, H. R.(2008), “A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents,” Decision Support Systems, 44, 544-564. [https://doi.org/10.1016/j.dss.2007.07.001]
  • Kline, R. B.(2005), Principles and Practice of Structural Equation Modeling, 2nd Edition ed, New York, The Guilford Press.
  • Kokolakis, S.(2017), “Privacy attitudes and privacy behavior: A review of current research on the privacy paradox phenomenon,” Computers & Security, 64, 122-134. [https://doi.org/10.1016/j.cose.2015.07.002]
  • Koonikamali, M., Peak, D. A., and Prybutok, V. R. (2017), “Beyond self-disclosure: Disclosure of information about others in social network sites,” Computers in Human Behavior, 69, 29-42. [https://doi.org/10.1016/j.chb.2016.12.012]
  • Krasnova, H., Spiekermann, S., Koroleva, K. and Hildebrand, T.(2010), “Online Social Networks: Why We Disclose,” Journal of Information Technology, 25, 109-125. [https://doi.org/10.1057/jit.2010.6]
  • Krasnova, H., Veltri, N. F., and Günther, O.(2012), “Self-disclosure and Privacy Calculus on Social Networking Sites: The Role of Culture,” Business & Information Systems Engineering, 4, 127-135. [https://doi.org/10.1007/s12599-012-0216-6]
  • Kwak, K. T., Choi, S. K., and Lee, B. G.(2014), “SNS flow, SNS self-disclosure and post hoc interpersonal relations change: Focused on Korean Facebook user,” Computer in Human Behavior, 31, 294-304. [https://doi.org/10.1016/j.chb.2013.10.046]
  • Lee, H., Park, H., and Kim, J.(2013), “Why do people share their context information on Social Network Services? A qualitative study and an experimental study on users' behavior of balancing perceived benefit and risk,” International Journal of Human-Computer Studies, 71, 862-877. [https://doi.org/10.1016/j.ijhcs.2013.01.005]
  • Li, H., Sarathy, R., and Xu, H.(2010), “Understanding situational online information disclosure as a privacy calculus,” Journal of Computer Information Systems, 51, 62–71.
  • Li, Y.(2012), “Theories in online information privacy research: A critical review and an integrated framework,” Decision Support Systems, 54, 471-481. [https://doi.org/10.1016/j.dss.2012.06.010]
  • Lin, R., and Utz, S.(2017), “Self-disclosure on SNS: Do disclosure intimacy and narrativity influence interpersonal closeness and social attraction?” Computers in Human Behavior, 70, 426-436. [https://doi.org/10.1016/j.chb.2017.01.012]
  • Lo, J.(2010), “Privacy Concern, Locus of Control, and Salience in a Trust-Risk Model of Information Disclosure on Social Networking Sites,” Proceedings of the American Conference on Information Systems, 110.
  • Malhotra, N. K., Kim, S. S., and Agarwal, J.(2004), “Internet users' information privacy concerns (IUIPC): the construct, the scale, and a causal mode,” Information Systems Research, 15, 336-355. [https://doi.org/10.1287/isre.1040.0032]
  • McKnight, D. H., Lankton, N., and Tripp, J.(2011), “Social networking information disclosure and continuance intention: a disconnect,” Proceedings of the 44th Hawaii International Conference on System Sciences, 1-10. [https://doi.org/10.1109/HICSS.2011.379]
  • Mosteller, J., and Poddar, A.(2017), “To Share and Protest: Using Regulatory Focus Theory to Examine the Privacy Paradox of Consumers’ Social Media Engagement and Online Privacy Protection Behaviors,” Journal of Interactive Marketing, 39, 27-38. [https://doi.org/10.1016/j.intmar.2017.02.003]
  • Norberg, P. A., Horne, D. R., and Horne, D. A. (2007), “The Privacy Paradox: Personal Information Disclosure Intentions versus Behaviors,” The Journal of Consumer Affairs, 41, 100-126. [https://doi.org/10.1111/j.1745-6606.2006.00070.x]
  • Nunnally, J. C., and Bernstein, I. H.(1978), Psychometric Theory, 3rd Ed., New York, McGraw-Hill.
  • Pavlou, P. A.(2002), “Institution-based Trusd in Interorganizational Exchange Relationships: the Role of Online B2B Marketplaces on Trust Formation,” Journal of Strategic Information Systems, 11, 215-243. [https://doi.org/10.1016/S0963-8687(02)00017-3]
  • Pavlou, P. A.2011), “State of the information privacy literature: where are we now and where should we go,” MIS quarterly, 35, 977-988. [https://doi.org/10.2307/41409969]
  • Pavlou, P. A., and Gefen, D.(2005), “Psychological Contract Violation in Online Marketplaces: Antecedents, Consequences, and Moderating Role,” Information Systems Research, 16, 372-399. [https://doi.org/10.1287/isre.1050.0065]
  • Proudfoot, J. G., Wilson, D., Valacich, J. S., and Bryd, M.(2018), “Saving face on Facebook: privacy concerns, social benefits, and impression management,” Behaviour & Information Technology, 37, 16-37. [https://doi.org/10.1080/0144929X.2017.1389988]
  • Reynolds, B., Venkatanathan, J., Gonçalves, J. and Kostakos, V.(2011), “Sharing Ephemeral Information in Online Social Networks: Privacy Perceptions and Behaviours,” Proceedings of the 13th International Federation for Information Processing Conference on Human-Computer Interaction, 204-215. [https://doi.org/10.1007/978-3-642-23765-2_14]
  • Rizk, R., Marx, D., Schrepfer, M., Zimmerman, J., and Guenther, O.(2009), “Media Coverage of Online Social Network Privacy Issues in Germany: A Thematic Analysis,” Proceedings of the 15th Americas Conference on Information Systems, 1-9.
  • Shin, D. H.(2010), “The effects of trust, security and privacy in social networking: A security-based approach to understand the pattern of adoption,” Interacting with Computers, 22, 428-438. [https://doi.org/10.1016/j.intcom.2010.05.001]
  • Siibak, A.(2009), “Constructing the self through the photo selection-visual impression management on social networking websites,” Journal of Psychosocial Research on Cyberspace, 3.
  • Sipior, J. C., Ward, B. T., Connolly, R., and MacGabhann, L.(2013), “Privacy in Online Social Networking: Applying a Privacy Calculus Model,” PACIS 2013 Proceedings, 99.
  • Smith, H. J., Dinev, T., and Xu, H.(2011), “Information privacy research: an interdisciplinary review,” MIS Quarterly, 35, 989-1016. [https://doi.org/10.2307/41409970]
  • Smith, H. J., Milberg, S. J., and Burke, S. J.(1996), “Information privacy: measuring individuals' concerns about organizational practices,” MIS quarterly, 20, 167-196. [https://doi.org/10.2307/249477]
  • Taddicken, M.(2014), “The ‘Privacy Paradox’ in the Social Web: The Impact of Privacy Concerns, Individual Characteristics, and the Perceived Social Relevance on Different Forms of Self-Disclosure,” Journal of Computer-Mediated Communication, 19, 248-273. [https://doi.org/10.1111/jcc4.12052]
  • Trope, Y., and Liberman, N.(2010), “Construal-Level Theory of Psychological Distance,” Psychological Review, 117, 440-463. [https://doi.org/10.1037/a0018963]
  • Tschersich, M., and Botha, R. A.(2013), “Understanding the Impact of Default Privacy Settings on Self-Disclosure in Social Network Services Building a Conceptual Model and Measurement Instrument,” Proceedings of the Nineteenth Americas Conference on Information Systems, 1-10.
  • Tufekci, Z.(2008), “Can you see me now? Audience and disclosure regulation in online social network sites,” Bulletin of Science, Technology & Society, 28, 20-36. [https://doi.org/10.1177/0270467607311484]
  • Tuten, T. L., and Solomon, M. R.(2015), Social Media Marketing, Los Angeles, Sege.
  • Wang, L., Yan, J., Lin, J., and Cui, W.(2017), “Let the users tell the truth: Self-disclosure intention and self-disclosure honesty in mobile social networking,” International Journal of Information Management, 37, 1428-1440. [https://doi.org/10.1016/j.ijinfomgt.2016.10.006]
  • Westin, A. F.(2003), “Social and political dimensions of privacy,” Journal of Social Issues, 59, 431-453. [https://doi.org/10.1111/1540-4560.00072]
  • Xu, F., Michael, K., and Chen, X.(2013), “Factors affecting privacy disclosure on social network sites: an integrated model,” Electronic Commerce Research, 13, 151-168. [https://doi.org/10.1007/s10660-013-9111-6]
  • Xu, H., Gupta, S., Rosson, M. B., and Carrol, J. M.(2012), “Measuring Mobile Users’ Concerns for Information Privacy,” Proceeding of the 33rd International Conference on Information Systems, 1-16.
  • Xu, H., Luo, X. R., Carroll, J. M., and Rosson, M. B. (2011), “The personalization privacy paradox: An exploratory study of decision making process for location-aware marketing,” Decision Support Systems, 51, 42-52. [https://doi.org/10.1016/j.dss.2010.11.017]
  • Xu, H., Teo, H.-H., Tan, B. C. Y., and Agarwal, R. (2009), “The Role of Push-Pull Technology in Privacy Calculus: The Case of Location-Based Services,” Journal of Management Information Systems, 26, 135-173. [https://doi.org/10.2753/MIS0742-1222260305]
  • Zeithaml, V. A.(1988), “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence,” The Journal of Marketing, 52, 2-22. [https://doi.org/10.1177/002224298805200302]
  • Zhao, L., Lu, Y., and Gupta, S.(2012), “Disclosure Intention of Location-Related Information in Location-Based Social Network Service,” International Journal of Electronic Commerce, 16, 53-89. [https://doi.org/10.2753/JEC1086-4415160403]

• 저자 박지영은 현재 국민대학교 비즈니스IT전문대학원 BK21플러스 사업팀 계약교수로 재직 중이다. 부산대학교에서 통계학을 전공하여 이학사를 취득하였고, 경영정보, 생산관리를 전공하여 경영학 석사 및 박사 학위를 취득하였다. 주요 연구관심분야는 Business analytics, Social network analysis, Opinion mining, CRM 등이다.

• 저자 곽기영 교수는 국민대학교 경영대학과 비즈니스IT전문대학원에 재직 중이다. 서울대학교 경영대학을 졸업하였으며 KAIST에서 석사 및 박사 학위를 취득하였다. 주요 연구관심분야는 Social network analysis and its application, Data analytics, Users’ behavior in social media, Knowledge management 등이다.