earticle

영어

People have adopted Social Networking sites (SNSs) as a part of daily lives. While using the SNSs, people easily collect, distribute or write others’ personal information without the information owner’s acknowledgement. Thus, privacy intrusion has been paid attention by both academia and industries. This research focuses on the process where people have their privacy intrusion intention. According to Elaboration Likelihood Model (ELM), there are largely two routes in persuasion process. If a person has low involving context in privacy intrusion such as gossip and curiosity in using SNSs (peripheral route), (s)he may intrude others’ privacies with low motivation and ability. On the other hand, if a person has high involving context in privacy intrusion such as social justice control and power in using SNSs (Central route), (s)he may intrude other’s personal information with high motivation and ability. Using survey data collected from 400 Korean SNS users, we find that gossip and social justice control are effectively associated with privacy intrusion intention through curiosity and power as mediators. This research indicated that privacy intrusion intention in SNSs can be explained by ELM process. It implies privacy intruders could be distinguished by their level of elaboration likelihood. This result can help privacy researchers, policy makers and practitioners to understand intrusion intention.