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http://dx.doi.org/10.7469/JKSQM.2014.42.3.387

A Study on the Factors Affecting the User Resistance in Social Network Service  

Park, Eunkyung (Graduate School of Business Administration, Soongsil University)
Choi, Jeongil (College of Business Administration, Soongsil University)
Yeon, Jiyoung (Graduate School of Business Administration, Inha University)
Publication Information
Journal of Korean Society for Quality Management / v.42, no.3, 2014 , pp. 387-406 More about this Journal
Abstract
Purpose: The widespread use of social network services (SNS) has caused users concern about the disclosure of their privacy or personal information. The purpose of this study is to analyze the factors of privacy concern and self presentation that affect the user resistance in the use of social network service. Methods: This study verifies the factors that affecting the user resistance in SNS. The research model suggested in this study is tested via a survey of 260 SNS users. SPSS and Smart PLS had been used to test the suggested hypotheses. Results: This study shows that privacy experience, privacy awareness, self esteem, and social desirability significantly influence perceived risk and that privacy awareness, self esteem, self efficacy, and perceived risk significantly influence perceived trust. It also verifies that perceived risk and perceived trust positively affect user resistance. Conclusion: This paper suggests that high awareness on privacy of SNS user encourages the SNS companies to consider the privacy protection mechanism for eliminating various factors that affecting the risk. This study also shows that the privacy calculus model applies to understanding the mechanism on resistance of SNS user.
Keywords
Privacy Calculus Model; Privacy Concern; Self Presentation; SNS; User Resistance;
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