Earticle

초록

영어

The use of big data has benefits for everyday life and can enhance various activities such as information collection, shopping, and education through the Internet; however, negative effects such as privacy infringements cannot be ignored. Concerns over data security and privacy violations are growing as a result of regular unsavory incidents such as data leakage and illegal sales on the Internet. This study applied the Extended Parallel Process Model (EPPM) which is a model explaining the persuasive effect of the fear message through the perceived threat and the perceived efficacy after exposure to the message. EPPM proposes that if the perceived threat and perceived efficacy are higher, the 'risk control process' that attempts to control the risk by implementing the suggested action of the fear appeal message are also higher; on the other hand, EPPM proposes that the ‘fear control process’ rejects the fear appeal message itself in situations of high perceived threat and low perceived efficacy. Focusing on the EPPM, this study attempted to study the effect of the privacy concerns of Chinese social media users in the context of advertising avoidance. In addition, perceived threat and efficacy were considered as factors that have a moderation effect on the relationship between privacy concerns and advertising avoidance. This study conducted an online survey of 678 Chinese social media users. There were two major findings. First, it was found that users’ privacy concerns on social media had a positive (+) effect on advertising avoidance. Second, in the relationship between the user privacy concerns and advertising avoidance on social media, the moderating effect of perceived threats and perceived efficacy was found to be significant. This study examined privacy concerns of social media users and verified the effect of privacy concerns on advertising. This study used the risk control and fear control processes in the EPPM to explain advertising avoidance. In addition, privacy concerns on social media, which has recently emerged as an issue, were assessed, and the effect of privacy concerns on advertising was verified. The findings of this study will be theoretically useful for further study of the problems related to privacy concerns. In addition, in practical terms, it is expected to be a necessary guideline for companies targeting Chinese consumers to establish advertising and marketing strategies on social media that users deem to be safe.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 소셜미디어에서의 프라이버시
2.2 공포소구와 병행과정 확장 모델(Extended Parallel Process Model)
2.3 광고회피
3. 연구방법
3.1 연구대상 및 자료수집
3.2 측정도구
4. 연구결과
4.1 탐색적 요인분석 및 신뢰도 분석
4.2 프라이버시 우려가 광고회피의 관계에 대한 검증
4.3 조절효과분석
5. 결론 및 논의
참고문헌

키워드

저자

• 장형여 [ Zhang, Xinyu | 해남열대해양대학교 신문학과 ]
• 이세진 [ Lee, Se-Jin | 국민대학교 언론정보학과 ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Journal of China Studies

• 간기

  계간

• pISSN

  1975-5902

• eISSN

  3022-5590

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 912 DDC 951