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        프라이버시 보호인식 및 보호행동의도에 미치는 영향 요인과 프라이버시 침해경험의 조절효과에 관한 연구

        김상현(Sanghyun Kim),박현선(Hyunsun Park) 한국인터넷전자상거래학회 2013 인터넷전자상거래연구 Vol.13 No.4

        Recently, Social Network Services(SNS) have been rapidly growing and become increasingly popular. These SNSd encourage people to reveal too much information broadly so people need to provide private information to use SNSs. As a result, SNS users are concerned about privacy invasion and privacy protection becomes an important issue among SNS users. However, there are a few empirical researches investigating privacy protection on SNS. Thus, this study examined the factors that might influence SNS users to protect privacy about themselves based on Protection Motivation Theory(PMT). Using university students as a sample, one hundred and eighty nine are collected for further analysis. The results of this study are as follows; First, self-efficacy, response efficacy, perceived severity, information sensitivity, and ethical identity 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 intention on SNS. Finally, the results also show that privacy invasion experience have a moderating effect on the links between privacy protection awareness and privacy protection behavior Intention.

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