커뮤니티 특성과 주거 이동성의 상호작용이 개인정보 공개 의향에 미치는 영향에 관한 연구: 지각된 유사성 및 소속감의 매개효과를 중심으로

Self-disclosure, a fundamental aspect of human social interaction, plays a crucial role in building trust and nurturing relationships. The willingness to self-disclose in various online social environments likely varies depending on the virtual environment's vibe. Despite its importance, research addressing the underlying reasons for this variance is scarce. This study aims to investigate changes in self-disclosure tendencies, focusing on the interaction between characteristics of online communities and residential mobility, which reflects individuals' relocation frequency. We hypothesize that higher residential mobility, compared to lower residential mobility, leads to a greater inclination to share personal information in national communities as opposed to local ones. This relationship is sequentially mediated by perceived similarity with community members and feelings of attachment to the communities. Findings from our study reveal that individuals with low residential mobility exhibit consistent self-disclosure tendencies regardless of community characteristics. In contrast, individuals with high residential mobility show a higher propensity to share personal information in national communities, with this effect mediated by perceived similarity with community members and feelings of attachment to the communities. This research adds a fresh perspective to the marketing field, showing that consumers’ online sharing habits are influenced by their participation in communities that mirror their own socio-ecological traits, especially for those with high residential mobility. For marketers, these insights could be gold, helping them to better understand and tap into the nuances of online consumer behavior.