Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
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Effects of Self-Presentation and Privacy Concern on an Individual's Self-Disclosure : An Empirical Study on Twitter

자기표현욕구와 개인정보노출우려가 자기노출의도에 미치는 영향 : 트위터를 중심으로

  • Received : 2011.12.15
  • Accepted : 2012.05.30
  • Published : 2012.07.31
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Abstract

While feeling anxious about the risk of exposure of personal information and privacy, users of microblogs and social network services are continuously using them. This study aims to develop a model to investigate this phenomenon. Specifically, this study explores the relationship between personal characteristics (represented by privacy concern and self-presentation) and an individual's self-disclosure. An individual's personal belief (represented by perceived risk and perceived trust) is also tested as an mediator between the relationship. Through a questionnaire survey to 183 twitter users in Korea, the results indicate that self-presentation has a direct influence on self-disclosure as well as an indirect influence through perceived trust. In contrast, privacy concern has not a direct but an indirect negative influence on self-disclosure through perceived risk. In conclusion, self-presentation has a stronger influence on self-disclosure then privacy concern to Twitter users. An individual who has a higher propensity for self-presentation will form a stronger perceived trust on Twitter, which in turn, affects the individual's self-disclosure. On the other hand, an individual who is more concerned with personal privacy will feel more serious about perceived risk, which in turn, negatively influences one's perception of the trust in Twitter as well as his desire for self-disclosure.

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