The Study of Factors to Affect on Users' Self-disclosure in Social Networking Services

Abstract

As the number of SNS users increases, so does their self-disclosure. This study examined the factors affecting self-disclosure based on Social Capital Theory and Regulatory Focus Theory. The (extent of self-disclosure by users/number of users disclosing themselves) in SNSs is expected to differ depending on their social capital (bonding capital vs. bridging capital) and regulatory focus (promotional vs. defensive). As a result of this study, it is found that bridging capital is positively related to self-disclosure in profile and in conversation, while bonding capital is positively related to self-disclosure only in conversation. With regard to regulatory focus, promotional orientation has a significant effect on self-disclosure in profile and in conversation, while defensive orientation is negatively related to self-disclosure in profile, but not related to self-disclosure in conversation. Promotional orientation is found to moderate the effect of bridging capital on self-disclosure. 1. 서론 정보기술이 발달함에 따라 소셜네트워크서비스 (이하 SNS)를 이용하는 사람의 수도 늘어가고 있다. SNS는 웹을 이용하여 사용자들이 흥미나 주요 활동 또는 배경 을 바탕으로 서로 간에 관계를 형성할 수 있도록 해 주