S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Theses (Master's Degree_경영학과)
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
- 경영대학 경영학과
- Issue Date
- 서울대학교 대학원
- 학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2015. 2. 박진수.
- 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.