The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Effects of Facebook Users' Self-disclosure, Facebook Use Intensity, Privacy Concern and Trust on Continuous Use Intention of Facebook: Focusing on the Moderating Effect of Privacy Protection Skill

페이스북 이용자의 자기노출, 페이스북 이용강도, 프라이버시 인식과 프라이버시 관리 능력이 페이스북 지속적 이용의향에 미치는 영향: 프라이버시 관리 능력의 조절효과를 중심으로

  • 박남수 (건국대학교 신문방송학과) ;
  • 백강희 (울산과학기술원 경영학부)
  • Received : 2016.08.03
  • Accepted : 2016.09.19
  • Published : 2016.11.28
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Abstract

This study aims to examine the difference in self-disclosure, Facebook use intensity, privacy concern, and trust between Facebook users with high and low levels of the privacy protection skills and then to investigate the effects of the variables on continuous use intention of Facebook. Results revealed that Facebook users with high level of privacy protection skill than those with low level of the skill show lower level of privacy concern, but higher level of Facebook use intensity and trust. In addition, privacy protection skill presented the significant moderating effects on the relationships between self-disclosure, trust, and continuous use intention of Facebook.

본 연구는 페이스북 이용자 중 프라이버시 관리 능력이 높은 집단과 낮은 집단 간의 자기노출(self-disclosure)과 페이스북 이용강도, 프라이버시 염려와 신뢰 정도의 차이를 살펴보고, 이러한 변인들이 페이스북의 지속적 이용의향에 미치는 영향을 분석하고자 하였다. 나아가 프라이버시 관리 능력이 자기노출, 페이스북 이용강도, 프라이버시 염려와 신뢰가 지속적 이용의향에 미치는 영향에 대한 조절효과가 있는지 알아보았다. 수도권 지역에 거주하는 19~49세 성인 남녀 페이스북 이용자를 대상으로 온라인 설문조사를 실시한 결과, 프라이버시 관리 능력이 높은 이용자들이 낮은 이용자들 보다 프라이버시에 대한 염려가 낮은 반면, 페이스북 이용강도와 사이트에 대한 신뢰는 높은 것으로 나타났다. 또한 변인들 간의 상호작용 분석 결과, 프라이버시 관리능력은 자기노출 및 신뢰가 페이스북의 지속적 이용의향에 미치는 영향을 조절한다는 것을 알 수 있었다.

Keywords

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