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


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.


Supported by : 호서대학교


  1. 김병수, 김효은, 김대길. 2016. "SNS 사용자들의 지속 사용과 정보 공유에 영향을 미치는 선행 요인의 차이: 듀얼 팩터 모형을 중심으로," 정보시스템연구 (25:4), pp. 1-21.
  2. 김선경. 2014. "빅데이터 시대에 개인화서비스와 프라이버시 패러독스의 고찰," 한국지적정보학회지 (16:2), pp. 193-207.
  3. 김용찬, 심홍진, 김유정, 신인영, 손해영. 2012. "소셜네트웍서비스에서의 공유행위와 영향요인에 대한 연구," 한국언론학보 (56:3), pp. 28-50.
  4. 김종기, 김상희. 2013. "온라인 환경에서 프라이버시 행동의도에 미치는 영향," 정보화정책 (20:3), pp63-85.
  5. 김종기, 김상희. 2014. "프라이버시 염려와 정보제공행동 간의 프라이버시 역설에 관한 연구: 프라이버시 계산 이론을 중심으로," Entrue Journal of Information Technology (13:3), pp. 139-152.
  6. 나은영. 2013. "트위터 이용자의 온라인 자기노출에 영향을 주는 요인들," 한국언론학보 (57:4), pp. 124-148.
  7. 배진한. 2014. 망 중립성. 커뮤니케이션북스(주).
  8. 유재호, 이애리, 김경규. 2016. "페이스북에서의 프라이버시 패러독스 현상 연구: 듀얼팩터이론을 중심으로," 지식경영연구 (17:1), pp. 17-47.
  9. 이미나, 이승아, 최인혜. 2014. "페이스북 이용자의 개인정보 공개와 결정 요인," Journal of Internet Computing and Services (JICS) (2), pp. 73-85.
  10. 이충훈, 맹윤호, 이중정. 2015. "프라이버시 패러독스 영향 요인 연구: SNS 를 중심으로," Entrue Journal of Information Technology (14:2), pp. 99-112.
  11. 장성호, 이기동. 2014. "소셜네트워크서비스 프라이버시 위험이 사용자저항에 미치는 영향," e-비즈니스연구 (15:3), pp. 323-338.
  12. 한국방송공사. 2015. "SNS서 초중생 여학생들 협박... 성관계까지 요구." Retrieved 3.7, 2016, from
  13. Aiken, L. S., and West, S. G. 1991. Multiple Regression: Testing and Interpreting Interactions. Newbury Park, CA: Sage Publications.
  14. Alashoor, T., and Baskerville, R. 2015. "The Privacy Paradox: The Role of Cognitive Absorption in the Social Net working Activity," Thirty Sixth International Conference on Information Systems, Fort Worth.
  15. Altman, I., and Taylor, D. A. 1973. Social Penetration: The Development of Interpersonal Relationships. New York: Holt, Rinehart and Winston, Inc.
  16. Bandura, A. 1997. Self-Efficacy : The Exercise of Control. New York: Freeman.
  17. Bandura, A. 1998. "Personal and Collective Efficacy in Human Adaptation and Change," Advances in psychological science (1), pp. 51-71.
  18. Bansal, G., and Gefen, D. 2010. "The Impact of Personal Dispositions on Information Sensitivity, Privacy Concern and Trust in Disclosing Health Information Online," Decision support systems (49:2), pp. 138-150.
  19. Boyd, D. M. 2008. "Taken out of Context: American Teen Sociality in Networked Publics," in: Information Management and Systems. University of California, Berkeley.
  20. Child, J. T., Petronio, S., Agyeman-Budu, E. A., and Westermann, D. A. 2011. "Blog Scrubbing: Exploring Triggers That Change Privacy Rules," Computers in Human Behavior (27:5), pp. 2017-2027.
  21. Derlega, V. J., Harris, M. S., and Chaikin, A. L. 1973. "Self-Disclosure Reciprocity, Liking and the Deviant," Journal of Experimental Social Psychology (9:4), pp. 277-284.
  22. Derlega, V. J., Margulis, S. T., and Winstead, B. A. 1987. "A Social-Psychological Analysis of Self-Disclosure in Psychot herapy," Journal of Social and Clinical Psychology (5:2), p. 205.
  23. Dinev, T., and Hart, P. 2006. "An Extended Privacy Calculus Model for E-Commerce Transactions," Information Systems Research (17:1), pp. 61-80.
  24. Fornell, C., and Bookstein, F. L. 1982. "Two Structural Equation Models: Lisrel and Pls Applied to Consumer Exit-Voice Theory," Journal of Marketing Research (19:4), pp. 440-452.
  25. Galanxhi, H., and Nah, F. F.-H. 2007. "Deception in Cyberspace: A Comparison of Text- Only Vs. Avatar- Supported Medium," International Journal of Human-Computer Studies (65:9), pp. 7 70-783.
  26. Gefen, D., and Straub, D. 2005. "A Practical Guide to Factorial Validity Using Pls-Graph: Tutorial and Annotated Example," Communications of the Association for Information Systems (16), pp. 91-109.
  27. Hair, J. F. J., Black, W. C., Babin, B. J., and Anderson, R. E. 2009. Multivariate Data Analysis, (7th ed.). Upper Saddle River: Prentice Hall.
  28. Hui, K.-L., Teo, H. H., and Lee, S.-Y. T. 2007. "The Value of Privacy Assurance: An Exploratory Field Experiment," Mis Quarterly (31:1), pp. 19-33.
  29. Jarvis, C. B., MacKenzie, S. B., and Podsakoff, P. M. 2003. "A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research (30:2), pp. 199-218.
  30. Java, A., Song, X., Finin, T., and Tseng, B. 2007. "Why We Twitter: Understanding Microblogging Usage and Communities," Proceedings of the 9th WebKDD and 1st SNA-KDD 2007 workshop on Web mining and social network analysis: ACM, pp. 56-65.
  31. Jex, S. M., and Gudan owski, D. M. 1992. "Efficacy Beliefs and Work Stress: An Exploratory Study," Journal of Organizational Behavior (13:5), pp. 509-517.
  32. Keit h, M. J., Thompson, S. C., Ha le, J., Lowry, P. B., and Greer, C. 2013. "Information Disclosure on Mobile Devices: Re-Examining Privacy Calculus with Actual User Behavior," International Journal of Human-Computer Studies (71:12), pp. 1163-1173.
  33. Kim, Y. C., and Ball-Rokeach, S. J. 2006. "Civic Engagement from a Communication Infrastructure Perspective," Communication Theory (16:2), pp. 173-197.
  34. Kisekka, V., Bagchi-Sen, S., and Rao, H. R. 2013. "Extent of Private Information Disclosure on Online Social Networks: An Exploration of Facebook Mobile Phone Users," Computers in human behavior (29:6), pp. 2722-2729.
  35. Laurenceau, J.-P., Barrett, L. F., and Pietromonaco, P. R. 1998. "Intimacy as an Interpersonal Process: The Importance of Self-Disclosure, Partner Disclosure, and Perceived Partner Responsiveness in Interpersonal Exchanges," Journal of personality and social psychology (74:5), p. 1238.
  36. Li, H., Sarathy, R., and Xu, H. 2010. "Understanding Situational Online Information Disclosure as a Privacy Calculus," Journal of Computer Information Systems (51:1), pp. 62-71.
  37. Liu, Z., Min, Q., Zhai, Q., and Smyth, R. 2016. "Self-Disclosure in Chinese Micro-Blogging: A Social Exchange Theory Perspective," Information & Management (53:1), pp. 53-63.
  38. Malhotra, N. K., Kim, S. S., and Agarwal, J. 2004. "Internet Users' Information Privacy Concerns (Iuipc): The Construct, the Scale, and a Causal Model," Information Systems Research (15:4), pp. 336-355.
  39. Metzger, M. J. 2007. "Communication Privacy Management in Electronic Commerce," Journal of Computer-Mediated Communication (12:2), pp. 335-361.
  40. Mikulincer, M., and Nachshon, O. 1991. "Attachment Styles and Patterns of Self-Disclosure," Journal of Personality and Social psychology (61:2), p. 321.
  41. Ohmer, M. L. 2010. "How Theor y and Research Inform Citizen Participation in Poor Communities: The Ecological Perspective and Theories on Self- and Collective Efficacy and Sense of Community," Journal of Human Behavior in the Social Environment (20:1), pp. 1-19.
  42. Papacharissi, Z., and Gibson, P. 2011. "15 Minutes of Privacy: Privacy, Sociality and Publicity on Social Network Sites," in Privacy Online: Perspectives on Privacy and Self-Disclosure in the Social Web, S.T.L. Reinecke (ed.). Heidelberg and New York: Springer, pp. 75-89.
  43. Petronio, S. 2002. Boundaries of Privacy: Dialectics of Disclosure. Albany, NY: State University of New York Press.
  44. Posey, C., Lowry, P. B., Roberts, T. L., and Ellis, T. S. 2010. "Proposing the Online Community Self-Disclosure Model: The Case of Working Professionals in France and the Uk Who Use Online Communities," European Journal of Information Systems (19:2), pp. 181-195.
  45. Premazzi, K., Castaldo, S., Grosso, M., Raman, P., Brudvig, S., and Hofacker, C. F. 2010. "Customer Information Sharing with E-Vendors: The Roles of Incentives and Trust," International Journal of Electronic Commerce (14:3), pp. 63-91.
  46. Ringle, C. M., Wende, S., and Becker, J. M. 2015. "Smartpls 3." Boenningstedt: SmartPLS GmbH.
  47. Salanova, M., L lorens, S., Cifre, E., Martinez, I. M., and Schaufeli, W. B. 2003. "Perceived Collective Efficacy, Subjective Well-Being and Task Performance among Electronic Work Groups an Experimental Study," Small Group Research (34:1), pp. 43-73.
  48. Sampson, R. J., Raudenbush, S. W., and Earls, F. 1997. "Neighborhoods and Violent Crime: A Multilevel Study of Collective Efficacy," Science (277:5328), pp. 918-924.
  49. Sheng, H., Nah, F. F.-H., and Siau, K. 2008. "An Experimental Study on Ubiquitous Commerce Adoption: Impact of Personalization and Privacy Concerns," Journal of the Association for Information Systems (9:6), p. 344.
  50. Taddicken, M. 2014. "The 'Privacy Paradox' in the Social Web: The Impact of Privacy Concerns, Individual Characteristics, and the Perceived Social Relevance on Different Forms of Self-Disclosure," Journal of Computer-Mediated Communication (19:2), pp. 248-273.
  51. Tapscott, D., and Williams, A. D. 2008. Wikinomics: How Mass Collaborat ion Changes Everything. Penguin.
  52. Teo, H. H., Wei, K. K., and Benbasat, I. 2003. "Predicting Intention to Adopt Interorganizational Linkages : An Institutional Perspective," MIS Quarterly (27:1), pp. 19-49.
  53. Trepte, S., and Reinecke, L. 2013. "The Reciprocal Effects of Social Network Site Use and the Disposition for Self-Disclosure: A Longitudinal Study," Computers in Human Behavior (29:3), pp. 1102-1112.
  54. Utz, S., and Kramer, N. 2009. "The Privacy Paradox on Social Network Sites Revisited: The Role of Individual Characteristics and Group Norms," Cyberpsychology: Journal of Psychosocial Research on Cyberspace (3:2), p. 2.
  55. Velasquez, A., and LaRose, R. 2015. "Youth Collective Activism through Social Media: The Role of Collective Efficacy," New Media & Society (17:6), pp. 899-918.
  56. Waters, S., and Acker man, J. 2011. "Exploring Privacy Management on Facebook: Motivations and Perceived Consequences of Voluntary Disclosure," Journal of Computer-Mediated Communication (17:1), pp. 101-115.
  57. Watson, C. B., Chemers, M. M., and Preiser, N. 2001. "Collective Efficacy: A Multilevel Analysis," Personality and Social Psychology Bulletin (27:8), pp. 1057-1068.
  58. Xu, H., Dinev, T., Smith, J., and Hart, P. 2011. "Information Privacy Concerns: Linking Individual Perceptions with Institutional Privacy Assurances," Journal of the Association for Information Systems (12:12), p. 798.