A Dichotomous Approach for Trust in Social Networking Service

• 발행기관: 한국자료분석학회
• 저자명: Duke Hyun Choi
• 간행물 정보: 『Journal of The Korean Data Analysis Society (JKDAS)』Vol.14 No.5, 2373~2384쪽, 전체 12쪽
• 주제분류: 자연과학 > 통계학
• 파일형태: PDF
• 발행일자: 2012.10.30

영문 초록

With the prevalence of social networking service (SNS), there are growing concerns over users giving out too much personal information and the possible leaks and improper use of it. For on-going use of SNS, trust in service provider has been proposed as a serious issue in this field. However, considering the main purpose of SNS use is to build and develop interpersonal relationship, the benevolence/integrity of other users can be more critical determinant for service use continuance. To reflect the property of SNS context, this study proposed a dichotomous approach for trust constructs, in which trust in service provider and trust in other users were examined simultaneously. For an empirical exploration, 268 samples were collected from the users of a social networking site. The results of a multiple regression analysis confirmed that continuance intention in SNS context is influenced by trust in other users rather than by trust in service provider. The results of this exploratory study might be useful for future research on trust construct in SNS context.

목차

1. Introduction

2. Literature Review

3. Research Model and Hypotheses

4. Research Method

5. Results

6. Conclusion

References

키워드

social networking service trust in other users trust in service provider continuance intention