ScholarWorks@숙명여자대학교

초록

The purpose of this study is (1) to examine the factors which comprise users’ perceived personalizationof Facebook and (2) to explore the impacts of the perceived personalization on users’ responsestoward Facebook. In result, three factors were drawn: ‘Personalization of advertisements on Facebook’,‘Personalization based on user’s behavior information’, and ‘Personalization based on user’srelationship information’. This implies that the users perceive Facebook's personalization as threecategories: personalization of advertisements on Facebook, personalization based on user’s behaviorinformation such as recommended posts from Facebook activities, and personalization based onuser’s relationship information such as individualized recommendations for friends. In addition, theresults indicated that the degree of user’s perceived personalization affects the user’s responsestoward Facebook such as attitude, credibility, continuing intention to use, and privacy concern towardFacebook. In specific, users who perceive Facebook's personalization level greater were observedto have more positive attitude and greater credibility toward Facebook, as well as increased continuingintention to use. On the other hand, contrary to the speculation, greater personalization level wasassociated with less privacy concern. By identifying three component factors of personalizationperceived by SNS users and investigating their effects, the present study is expected to betterunderstand the SNS users in the era of personalization.

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