Examining Factors that Determine the Use of Social Media Privacy Settings : Focused on the Mediating Effect of Implementation Intention to Use Privacy Settings


Jongki Kim, Jianbo Wang

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Social media platforms such as Instagram and Facebook lead to potential security risks, which consequently raise public concerns about privacy. However, most people rarely make active efforts to protect their personal data, even though they have shown increasing concerns about privacy. Therefore, this study examines the factors that determine social media users’ behavior of using privacy settings and testifies the existence of privacy paradox in such a context. In addition, it investigates the mediating effects of implementation intentions on the relationship between intentions and behaviors. In the study, we collected data through questionnaires, and the respondents were undergraduate and graduate students in South Korea. After a pilot test (n = 92) and a set of face-to-face interviews, 266 usable responses were retrieved for data analysis finally. The results confirmed the existence of the privacy paradox regarding the use of social media privacy settings. And the implication intention did positively mediate the relationship between intention and behavior in the context of social media privacy settings. To the best of our knowledge, our study is the first in the information privacy literature to introduce the notion of implementation intention which is a much more powerful explanation and prediction of actual behavior than the (behavioral) intention.


Ⅰ. Introduction
Ⅱ. Literature Review
2.1. Privacy Paradox in the Context of Social Media
2.2. Theory of Planned Behavior and Implementation Intention
Ⅲ. Research Model and Hypotheses
3.1. Research Model
3.2. Research Hypotheses
Ⅳ. Research Methodology
4.1. Operationalization of Variable and Measurement
4.2. Data Collection
4.3. Data Analysis and Results
Ⅴ. Conclusion
5.1. Findings and Results
5.2. Discussion and Implication
5.3. Limitations and Future Research
5.4. Conclusion


  • Jongki Kim Professor, School of Business, Pusan National University, Busan, Korea
  • Jianbo Wang Ph.D. candidate, School of Business, Pusan National University, Busan, Korea


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