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http://dx.doi.org/10.5762/KAIS.2016.17.8.69

The Study of Factors to Affect on Users' Self-disclosure in Social Networking Services  

Bang, Jounghae (College of Business Administration, Kookmin University)
Kang, Sora (Division of Business Administration, Hoseo University)
Kim, Min Sun (School of Tourism and Distribution Management, Hyupsung University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.17, no.8, 2016 , pp. 69-76 More about this Journal
Abstract
As the number of SNS users increases, so does their self-disclosure. This study examined the factors affecting self-disclosure based on Social Capital Theory and Regulatory Focus Theory. The (extent of self-disclosure by users/number of users disclosing themselves) in SNSs is expected to differ depending on their social capital (bonding capital vs. bridging capital) and regulatory focus (promotional vs. defensive). As a result of this study, it is found that bridging capital is positively related to self-disclosure in profile and in conversation, while bonding capital is positively related to self-disclosure only in conversation. With regard to regulatory focus, promotional orientation has a significant effect on self-disclosure in profile and in conversation, while defensive orientation is negatively related to self-disclosure in profile, but not related to self-disclosure in conversation. Promotional orientation is found to moderate the effect of bridging capital on self-disclosure.
Keywords
SNS; Self-disclosure; Regulatory Focus theory; Social capital; Personal information;
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