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Effects of Facebook Users' Self-disclosure, Facebook Use Intensity, Privacy Concern and Trust on Continuous Use Intention of Facebook: Focusing on the Moderating Effect of Privacy Protection Skill

페이스북 이용자의 자기노출, 페이스북 이용강도, 프라이버시 인식과 프라이버시 관리 능력이 페이스북 지속적 이용의향에 미치는 영향: 프라이버시 관리 능력의 조절효과를 중심으로

  • 박남수 (건국대학교 신문방송학과) ;
  • 백강희 (울산과학기술원 경영학부)
  • Received : 2016.08.03
  • Accepted : 2016.09.19
  • Published : 2016.11.28

Abstract

This study aims to examine the difference in self-disclosure, Facebook use intensity, privacy concern, and trust between Facebook users with high and low levels of the privacy protection skills and then to investigate the effects of the variables on continuous use intention of Facebook. Results revealed that Facebook users with high level of privacy protection skill than those with low level of the skill show lower level of privacy concern, but higher level of Facebook use intensity and trust. In addition, privacy protection skill presented the significant moderating effects on the relationships between self-disclosure, trust, and continuous use intention of Facebook.

Keywords

SNS;Privacy Concern and Trust;Continuous Use Intention;Privacy Protection Skill;Use Intensity

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