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http://dx.doi.org/10.7737/KMSR.2012.29.2.001

Effects of Self-Presentation and Privacy Concern on an Individual's Self-Disclosure : An Empirical Study on Twitter  

Lee, Sae-Bom (경희대학교 경영대학)
Fan, Liu (경희대학교 경영대학)
Lee, Sang-Chul (그리스도대학교 경영학부)
Suh, Yung-Ho (경희대학교 경영대학)
Publication Information
Korean Management Science Review / v.29, no.2, 2012 , pp. 1-20 More about this Journal
Abstract
While feeling anxious about the risk of exposure of personal information and privacy, users of microblogs and social network services are continuously using them. This study aims to develop a model to investigate this phenomenon. Specifically, this study explores the relationship between personal characteristics (represented by privacy concern and self-presentation) and an individual's self-disclosure. An individual's personal belief (represented by perceived risk and perceived trust) is also tested as an mediator between the relationship. Through a questionnaire survey to 183 twitter users in Korea, the results indicate that self-presentation has a direct influence on self-disclosure as well as an indirect influence through perceived trust. In contrast, privacy concern has not a direct but an indirect negative influence on self-disclosure through perceived risk. In conclusion, self-presentation has a stronger influence on self-disclosure then privacy concern to Twitter users. An individual who has a higher propensity for self-presentation will form a stronger perceived trust on Twitter, which in turn, affects the individual's self-disclosure. On the other hand, an individual who is more concerned with personal privacy will feel more serious about perceived risk, which in turn, negatively influences one's perception of the trust in Twitter as well as his desire for self-disclosure.
Keywords
Twitter; Microblog; Privacy Concern; Self-Disclosure; Self-Presentation; Perceived Risk; Perceived Trust;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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