Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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Testing an Irrational Model of Information Privacy Based on Competence Needs Satisfaction

  • Kim, Gimun (School of Business, Chungnam National University) ;
  • Yoon, Jongsoo (Division of Global Business Administration, Kangnam University)
  • Received : 2018.11.01
  • Accepted : 2018.12.12
  • Published : 2018.12.31
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Abstract

Recently, there have been calls for approaching from the irrationality point of view to better explain the privacy paradox phenomenon. This study is a kind of response to them. The aim of the study is to investigate how satisfying competence needs, one of basic psychological needs suggested in self-determination theory, affects irrational information disclosure decision (i.e., risk-benefit assessment). To do this, the study builds an irrationality-based model in which competence needs satisfaction affects both perceived risks negatively and perceived benefits (i.e., relationship building and maintenance), which in turn determine a level of self-disclosure. Based on the data from Facebook users which is collected by a large sample survey (N=1050), the study analyzes it using Mplus, a powerful structure equation modeling tool. The study results reveal that while the relationship between competence needs satisfaction and perceived relationship building and maintenance is statistically significant, the relationship between competence needs satisfaction and perceived risks insignificant. These findings imply that people who is in a high level of competence needs satisfaction is more likely to respond to some opportunities for social benefits and in turn disclose more information about self.

Keywords

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Fig. 1. Privacy Calculus Theory

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Fig. 2. Research Model

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Fig. 3. Analysis Result (*p<0.05, **p<0.01)

Table 1. Measures

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Table 2. Confirmatory Factor Analysis

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Table 3. Discriminant Validity

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