Sung-Joon Lee, Yong-Won Kim, Bong Gyou Lee, Journal of Internet Computing and Services, Vol. 12, No. 5, pp. 127-136, Oct. 2011
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Keywords: Theory of Planned Behavior (TPB), micro-blogging, self-disclosure, determinants, privacy concern, playfulness, informational motivation, relational motivation, voluntariness

Abstract

The current study aims to examine what determinants have influences on voluntary self-disclosure in the usage of micro-blogging. Even though the usages of micro-blogging have increased at an exponential rate in South Korea, it has been not well understood the process in which people voluntarily disclose their self-information. In this regard, we tried to examine self-disclosure process on micro-blogging based on Theory of Planned Behavior (TPB). For this purpose, attitudes towards self-disclosure, subjective norm, and perceived behavioral control were set as the antecedents to self-disclosure behavior. The influences of factors including privacy concern, playfulness, informational motivation for social participation, and relational motivation on the attitude were also investigated. The results of an online survey revealed that attitude toward self-disclosure, subjective norm, and perceived behavioral control anticipated the self-disclosure behavior at a statistically significant level. The attitude was not influenced by privacy concern, informational and relational motivation, but by playfulness. The implications of these results are also discussed.

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