개인정보 수집 염려가 소셜미디어 향후 이용 의향에 미치는 영향: 지적 경험, 감성 경험의 조절효과와 조절된 매개효과를 중심으로

This study examines the effect of privacy concerns related to personal data collection on users’ intentions to continue using social media, focusing on the mediating role of user satisfaction. Specifically, it investigates the moderating and moderated mediation effects of users’ intellectual and emotional experiences. A survey was conducted with students from four-year universities in Seoul and the surrounding metropolitan area, and the data were analyzed using PROCESS Macro Models 4 and 7. The results indicate that privacy concerns significantly reduce users’ future usage intentions, and that satisfaction significantly mediates this relationship. Moreover, higher levels of intellectual experience significantly moderated the negative effect of privacy concerns on satisfaction. This moderation effect also remained consistent in the indirect path from privacy concerns to future usage intention via satisfaction, confirming the presence of a moderated mediation effect. However, emotional experience did not exhibit significant moderating or moderated mediation effects in this context. The study confirms that the impact of privacy concerns varies depending on the type of user experience, and demonstrates that the privacy calculus model can operate conditionally in line with the Elaboration Likelihood Model(ELM). Theoretically, this study extends the discussion on the privacy paradox by explaining it through differences in user experience and by integrating the privacy calculus model with the ELM. From a practical perspective, the findings highlight the need for social media platforms to design services that enhance users’ intellectual experiences. By focusing on specific sub-dimensions of privacy concerns, this study provides a more nuanced understanding and offers both theoretical and practical foundations for future research.