한국산학기술학회논문지 (Journal of the Korea Academia-Industrial cooperation Society)

  • 제17권8호
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  • Pages.69-76
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  • 2016
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  • 1975-4701(pISSN)
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  • 2288-4688(eISSN)
한국산학기술학회 (The Korea Academia-Industrial cooperation Society)
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SNS에서 사용자의 정보공개에 영향을 미치는 요인에 대한 연구

The Study of Factors to Affect on Users' Self-disclosure in Social Networking Services

  • Bang, Jounghae (College of Business Administration, Kookmin University) ;
  • Kang, Sora (Division of Business Administration, Hoseo University) ;
  • Kim, Min Sun (School of Tourism and Distribution Management, Hyupsung University)
  • 투고 : 2016.07.18
  • 심사 : 2016.08.11
  • 발행 : 2016.08.31
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초록

소셜네트워크서비스 사용자들이 늘어감에 따라 SNS에서 정보를 공개하게 되는 일도 많아지고 있다. 본 논문은 이러한 SNS 사용시 정보공개에 영향을 미치는 요인에 대해 연구한 것으로, 사회적 자본 이론과 조절초점 이론을 바탕으로 하고 있다. SNS 사용자들은 연결자본 중심적인지 결속자본 중심적인지에 따라, 그리고 촉진지향적인지, 방어지향적인지에 따라 정보공개에 차이가 있을 것으로 보고 연구를 진행하였다. 연구결과로 연결 자본이 클수록 SNS 셋팅 공개도 많아지고, 대화에서의 정보공개 또한 많아지지만, 결속자본은 SNS에서의 대화에 정보공개는 많아지지만, SNS 셋팅에서의 정보공개에는 영향을 미치지 않았다. 또한 조절초점이론에 대해서는, 촉진지향성이 크면 SNS 셋팅과 대화에서 모두 정보공개가 많아졌으나, 방어지향성은 SNS 셋팅에서 정보공개는 적게 하지만 SNS 대화에서의 정보공개는 차이가 없었다. 마지막으로 조절효과로는 연결자본이 크고 촉진지향성이 큰 사람일수록 SNS 셋팅에서의 정보공개가 더 커지는 것으로 나타났다. 따라서 SNS 사용자들이 정보공개를 늘리고 SNS 활동에 적극적으로 참여하도록 하기 위해 사용자들에게 관계의 형성과 확산이 중요하고 개인의 발전을 위해 필요한 것이라는 인식을 제공하는 것이 중요함을 알 수 있다. 또한 본 연구는 사회적 자본과 SNS정보공개 및 개인의 조절초점 성향을 통합한 연구로써, 새로운 커뮤니케이션 툴인 SNS에서 정보공개 및 SNS 셋팅 공개에 영향을 미치는 학문적으로 그리고 실무적으로 중요한 요소들을 보여주고 있다. 정보를 공개하거나 보호하는 요소들을 파악함으로써 교육자들이나 연구자들은 보다 효과적으로 정보 보호나 공개의 교육이나 프로그램을 개발할 수 있을 것이다.

As the number of SNS users increases, so does their self-disclosure. This study examined the factors affecting self-disclosure based on Social Capital Theory and Regulatory Focus Theory. The (extent of self-disclosure by users/number of users disclosing themselves) in SNSs is expected to differ depending on their social capital (bonding capital vs. bridging capital) and regulatory focus (promotional vs. defensive). As a result of this study, it is found that bridging capital is positively related to self-disclosure in profile and in conversation, while bonding capital is positively related to self-disclosure only in conversation. With regard to regulatory focus, promotional orientation has a significant effect on self-disclosure in profile and in conversation, while defensive orientation is negatively related to self-disclosure in profile, but not related to self-disclosure in conversation. Promotional orientation is found to moderate the effect of bridging capital on self-disclosure.

키워드

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