Social Network Service에서의 사용자 저항에 영향을 미치는 요인에 관한 연구

Abstract

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 sug-gested 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.Key Words: Privacy Calculus Model, Privacy Concern, Self Presentation, SNS, User Resistance