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Subject

An Empirical Study on SNS users' Privacy Protection Behaviors
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SNS 이용자들의 프라이버시 보호행동에 관한 실증연구

논문 기본 정보

Type
Academic journal
Author
Park, Hyun-Sun (경북대학교) Kim, Sanghyun (경북대학교)
Journal
The Research Institute for Industry-Academic BUSINESS MANAGEMENT REVIEW 제46집 제2호
Published
2013.11
Pages
69 - 91 (23page)

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An Empirical Study on SNS users' Privacy Protection Behaviors
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Abstract· Keywords

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Purpose - The purpose of this study is to investigate the factors influencing SNS users to protect privacy about themselves based on Protection Motivation Theory(PMT). For this purpose, we adopted privacy protection awareness, privacy protection intention and 4 factors(self-efficacy, response efficacy, perceived severity, perceived vulnerability) from PMT related studies. We empirically verified the relationships between constructs in the proposed research model.
Design/Methodology - A total of 189 responses from the actual SNS users were collected using the survey. Then, the Structural Equation Model using Smart PLS 2.0 was used to empirically analyze the data.
Findings - The results of this study are as follows; First, self-efficacy, response efficacy, perceived severity are significantly related to privacy protection awareness while perceived vulnerability is not significantly related. Second, privacy protection awareness have a positive effect on the privacy protection behavior on SNS.
Implications - This study shows the evidence of antecedent factors based on protection motivation of SNS users’ privacy behavioral intention.

Contents

국문요약
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구모형 및 가설
Ⅳ. 연구방법 및 실증분석
Ⅴ. 결론
참고문헌
Abstract

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UCI(KEPA) : I410-ECN-0101-2015-320-001098146