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Why Do People Disclose Themselves in Social Networking Services?: A Study of Factors Affecting on Self-Disclosure on Facebook
페이스북상에서 사용자의 자기개방에 영향을 미치는 요인에 대한 연구

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Authors
박향희
Advisor
박진수
Major
경영대학 경영학과
Issue Date
2015-02
Publisher
서울대학교 대학원
Keywords
Self-DisclosureSocial Networking Service
Description
학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2015. 2. 박진수.
Abstract
Self-disclosure is any message about the self that a person communicates to another in the formation of relationship building on OSNs. Self-disclosure plays an important role in forming interpersonal relationships in a virtual space where individuals try to make new relationships with others. Drawing on Social Exchange Theory and Theory of Planned Behavior, this study theoretically articulates and empirically tests a model positing that perceived benefits and risks affect OSN users self-disclosure. Results indicate that perceived benefits (perceived enjoyment, relationship management, showing off, and social influence) and perceived privacy risks play a significant role on OSN users self-disclosure. This study provides implications for both research and practice in that it can give better insights into how individuals perceived benefits and risks can affect their self-disclosure. This study also finds that OSN users tend to disclose themselves after calculating rewards and costs of self-disclosure although they are aware of the privacy risks.
Language
English
URI
https://hdl.handle.net/10371/124588
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Theses (Master's Degree_경영학과)
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