Abstract
Abstract SNS uses the Internet as its base. It is created in order to achieve communication between the users. Up until now, most previous research were focused on the users of SNS. But, there are still a great deal of people who do not use or discontinuously use SNS. This is because users have natural resistance against SNS when using the service. In this study, time shortage perception, awareness of SNS, self-efficacy, suitability, information quality of SNS, subjective norm and privacy concern are considered as influence factors by previous research. An empirical study for Chinese students and internet users was conducted to identify how these factors influence perceived risk and perceived usefulness, and how this influence to user's resistance. This study can explain the reason why users don't use SNS and resist SNS use. Key Words : SNS, Perceived Risk, Perceived Usefulness, User Resistance, Chinese User Received 14 January 2014, Revised 17 February 2014Accepted 20 February 2014Corresponding Author: Sang-Joon Lee(Chonnam National University) Email: s-lee@chonnam.ac..krⒸ The Society of Digital Policy & Management. All rights reserved. This is an open-access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.otg/licenses/by-nc/3.0), which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is ISSN: 1738-1916 properly cited.
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