SNS 이용자의 개인정보 제공의도에 영향을 미치는 요인

This paper analyzes the factors influencing the intention of social networking service (SNS) users to provide their personal information with a focus on privacy policy, regulations, personal data control, and self-expression behavior. The model in this study employs concept variables of the Privacy Calculus Theory, specifically privacy benefit and privacy risk, as mediating factors between the influencing factors and the intention to provide personal information. Data for this research were collected from 382 participants through an online survey and analyzed using structural equation modeling, with IBM SPSS AMOS23™ as the analytical tool. The results of this study indicate that privacy policy, personal data self-regulation, relational factors, and self-expression behavior have an impact on the intention to provide personal information by influencing privacy benefits. However, it was found that privacy risks do not significantly influence the intention to provide personal information. Additionally, privacy policy and personal data self-regulation were shown to affect privacy benefits, while concerns about personal data infringement were associated with privacy risks. The findings of this study can be valuable inputs for establishing information protection and personal data management systems in both public and private sector organizations, particularly in the context of collecting and utilizing personal information safely and securely.