중국 SNS 이용자의 자기노출 결정 요인 연구 : 위챗·시나 웨이보 이용자를 중심으로

초록

This study examined determinants of self-exposure on the SNS including WeChat and Sina-Weibo among Chinese people. More specifically, this focused on the effects of privacy risk, both credibilities of SNS services and users, and SNS usage factors such as daily use time and periods in use time. The major results were as following: firstly, credibility of SNS services was the most significant factor in explaining self-exposure on the SNS among Chinese people. Both daily SNS usage time and privacy risk were also important determinants. Secondly, for male, early twenties’, and office workers, privacy risk was proved to influence self-exposure on the SNS. The privacy paradox persists as an link between privacy risk and self-exposure on SNS among Chinese People.

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