DOI QR코드

DOI QR Code

The Effect of Privacy Concerns on Continued Use of SNS: Interaction Effect of Trust and Perceived Usefulness

프라이버시 염려가 SNS 지속사용의도에 미치는 영향: 신뢰도의 매개 및 지각된 유용성의 조절효과

  • 이주영 (홍익대학교 문화예술경영학과) ;
  • 강현정 (홍익대학교 경영대학 경영학과)
  • Received : 2015.09.14
  • Accepted : 2015.11.10
  • Published : 2015.12.31

Abstract

Present study investigates the impact of privacy concerns of SNS users on continued intention to use since the privacy infringement issue emerges when smartphone use has been increasingly prevalent. In particular, moderating effect of perceived usefulness and mediating effect of trust between privacy concerns and continued intention to use are further evaluated. Contrary to the expectation that users of SNS will resist to use SNS because of privacy concerns, the number of users of SNS is still growing exponentially. Current paradox might be explained by the intervening factors such as perceived usefulness and trust. The results verify the mediating role of trust and no moderating role of perceived usefulness. Finally, the practical implication for businesses who utilize SNS in their marketing strategy is discussed.

Acknowledgement

Supported by : 한국연구재단