Abstract
The purpose of this study is to identify the types of personal information of SNS users and to identify the factors influencing the value of information privacy. SNS user"s personal information is divided into two categories: SNS subscription essential information and SNS activity information. With reference to the hypothetical scenario that each information has been infringed, the amount of compensation for privacy infringement is proposed, and the acceptance of this information is classified. The user"s acceptance of the suggested amount indicates the sensitivity and value of personal information that the SNS user thinks. In this study, the level of information privacy value of SNS users was classified by using direct question method and double-bounded dichotomous choice of contingent valuable methods. In addition, we analyzed the effects of demographic factors, SNS activity factors, and privacy characteristic factors on information privacy values divided into four levels using ordinal logistic regression analysis. As a result, when SNS subscription essential information is violated, age, number of SNS registered friends, and SNS usage satisfaction have significant effects on the level of information privacy value of SNS users. In the case of SNS activity information infringement, age and privacy concerns were found to have significant effects.
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