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Relationship among Privacy Concerns, Self Discrepancy and Sense of Virtual Communities

커뮤니티 서비스에서 프라이버시 염려, 자아불일치 및 공동체 의식의 관계

  • 곽수환 (서강대학교 경영전문대학원) ;
  • 류성열 (서강대학교 경영전문대학원) ;
  • 이윤희 (연세대학교 정보대학원)
  • Received : 2010.07.21
  • Accepted : 2010.08.11
  • Published : 2010.08.28

Abstract

The objective of this research examines the relationships among privacy concerns, self discrepancy, and sense of virtual communities. According to the relevant literature review, we considered information privacy concerns factor as information collection, control, and awareness of privacy practice, and sense of community factor as membership and immersion on virtual communities. This research surveyed for the online community user and employed hierarchical regression model for the moderating effect test. The results of empirical analysis turns out that awareness of privacy concerns practice has negative impact on the self discrepancy, on the other hand, information collection and control factors do not affect. The next finding is internet use duration has moderating effect on the self discrepancy with information control and awareness of privacy concerns practice. The last findings are self discrepancy affect on the community membership and does not affect on the community immersion. It could be a good guide line for the operational direction on virtual community.

Keywords

Online community;Privacy Concerns;Self Discrepancy;Membership

Acknowledgement

Supported by : 서강대 경영전문대학원 BK 사업단

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