소셜 네트워크 서비스(SNS)에서의 개인정보 제공의도 및 지속적 이용의도에 미치는 영향요인

This study examines antecedents of intention to disclose personal information and continuous usage intention in social network service(SNS) based on protection motivation theory, privacy calculus, and dual-calculus model. The study employed Cronbach’s α-coefficient for reliability assessment, confirmatory factor analysis for validity assessment, and path analysis for hypothesis test. The results of the study reveal that (1) SNS characteristics(quickness, personalization, and interactivity) and coping appraisal (self-efficacy and response efficacy) positively affect intention to disclose personal information, (2) experience of invading privacy has a negative effect on intention to disclose personal information, (3) intention to disclose personal information has a positive effect on continuous usage intention, and (4) interactivity and self-efficacy have positive influences on continuous usage intention. Implications for managers and limitations for future studies are discussed.