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A Study of Factors that Affect the Right to be Forgotten and Self-Disclosure Intent in SNS
Background/Objectives: We wanted to find out the relationship between self-disclosure intent to disclose themselves online openly and the right to be forgotten that they want their information to be forgotten online. Methods/Statistical Analysis: In order to measure each variable of the research model, all items of the questionnaire were measured with fivepoint Likert scale. Questionnaire items were modified according to the environment called social network service from existing studies. Also, verification for the measurement model was carried out targeting a total of 115 responses used in the analysis. For measurement model verification, we used Partial Least Square, a structural equation approach and used SmartPLS 2.0. Findings: According to the study results, perceived privacy risk had a significant effect both on privacy protection awareness and privacy concern. Perceived privacy can be understood to affect acceptance of the right to be forgotten by a medium of privacy protection awareness and privacy concern because the path known for privacy protection awareness and privacy concern to affect acceptance of the right to be forgotten was also found to be significant. On the other hand, the hypothesis that privacy self-efficacy affects privacy protection awareness and the hypothesis that privacy concern and acceptance of the right to be forgotten have a significant effect on self-disclosure intent were rejected. In order to use SNS, some degree of personal information disclosure is inevitable. Therefore, feeling concerned about privacy or not does not have any effect on self-disclosure intent in SNS. Likewise, the relationship between acceptance of the right to be forgotten and self-disclosure intent also turned out not to be related each other. Application/Improvements: Protection Motivation Theory should be applied as the antecedent of privacy protection awareness or in-depth research on other privacy-related factors affecting self-disclosure intent in addition to self-presentation needs.
Partial Least Square, Privacy Self-Disclosure, Social Network Services, The Right to be Forgotten
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