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http://dx.doi.org/10.9708/jksci.2022.27.10.223

Information Privacy Concerns and Trust in SNS  

Kim, Yujin (Dept. of Business Administration, Chungbuk National University)
Lee, Hyung-Seok (School of Business, Chungbuk National University)
Publication Information
Journal of the Korea Society of Computer and Information / v.27, no.10, 2022 , pp. 223-233 More about this Journal
Abstract
In this paper, we examined the causes of information privacy concerns, trust and related factors in social network services. On the basis of the 'elaboration likelihood model,' we established factors such as information quality, privacy policy, perceived SNS app popularity and optimism bias affecting information privacy concern of SNS users. In addition, we analyzed the relationship between information privacy concern, trust in SNS members, trust in SNS platform and intention to use. Finally, on the basis of the 'trust transfer theory', we analyzed the relationship between trust in SNS members and trust in SNS platform. The results of the study showed that (1) information quality, privacy policy and optimism bias had the significant effects on information privacy concerns, (2) perceived SNS app popularity didn't affect information privacy concerns, (3) information privacy concerns had the significant effects on trust in SNS platforms (4) in accordance with the trust transfer theory, trust in SNS members had the significant effect on trust in SNS platforms, and (5) trust in SNS members had the significant effect on intention to use, while trust in SNS platform didn't have the significant effect on intention to use. The findings of the study are expected to help to improve the SNS firms' understanding towards customers' information privacy protection behaviors and trust.
Keywords
SNS; Information privacy; Elaboration likelihood model; Trust transfer theory;
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