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Effect of Collective Efficacy on Self-Disclosure in Social Network Services

소셜네트워크서비스에서 집합적 효능감이 이용자들의 자기노출에 미치는 영향

  • Received : 2018.02.04
  • Accepted : 2018.03.06
  • Published : 2018.03.31

Abstract

With the development of information technology, social network services (SNS) such as Facebook and Twitter became popular and many users disclose their personal and sensitive information like private story, photographs and location information through posting and sharing. Despite the privacy concerns in SNSs, individuals continue to disclose their identity online. This phenomenon is called 'privacy paradox'. The purpose of this study is to examine the role of collective efficacy on self-disclosure in SNS context and to explain privacy paradox phenomenon. Drawing upon the communication privacy management theory, research model was developed and empirically tested with cross-sectional data from 306 individuals. Results revealed that collective efficacy has a direct positive effect on self-disclosure while privacy risk is negatively related to self-disclosure. However, privacy concern is not directly related to self-disclosure. The relationship between privacy concern and self-disclosure was moderated by collective efficacy.

Acknowledgement

Supported by : 호서대학교

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