How Government Surveillance Modifies Social Network Service Use in South Korea" (2016)
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University of Connecticut OpenCommons@UConn Doctoral Dissertations University of Connecticut Graduate School 10-19-2016 How Government Surveillance Modifies oS cial Network Service Use in South Korea Tonghoon Kim University of Connecticut - Storrs, [email protected] Follow this and additional works at: https://opencommons.uconn.edu/dissertations Recommended Citation Kim, Tonghoon, "How Government Surveillance Modifies Social Network Service Use in South Korea" (2016). Doctoral Dissertations. 1270. https://opencommons.uconn.edu/dissertations/1270 How Government Surveillance Modifies Social Network Service Use in South Korea Tonghoon Kim, PhD University of Connecticut, 2016 Abstract Government Surveillance systems have been expanded in the new media environment. Surveillance of online public spheres could pose a serious threat to online social network service providers. The present study integrates previous research on government surveillance, researching findings from privacy studies and ‘uses and gratifications’ (U&G) research regarding social network service use motivations, in order to understand the factors influencing the use of the online social network services in a high surveillance environment. The research data was collected in South Korea in March, 2016. The research results show, first, that privacy concern is the mediator between governmental online surveillance and social network service switching intention. Second, SNS switching intention is predicted positively by interaction motivation and negatively by convenience motivation. Last, the research found that people with higher levels of privacy management efficacy are more likely to respond to governmental online surveillance by increasing their intention to switch to alternative social network services. How Government Surveillance Modifies Social Network Service Use in South Korea Tonghoon Kim B.A., Yonsei University, Seoul, South Korea, 1996 M.A., Yonsei University, Seoul, South Korea, 1999 A Dissertation Submitted in Partial Fulfillment of the Requirement for the Degree of Doctor of Philosophy at the University of Connecticut 2016 i Copyright by Tonghoon Kim 2016 ii APPROVAL PAGE Doctor of Philosophy Dissertation How Government Surveillance Modifies Social Network Service Use in South Korea Presented By Tonghoon Kim, B.A., M.A. Major Advisor _______________________________________________________ David Atkin Associate Advisor _______________________________________________________ Carolyn Lin Associate Advisor _______________________________________________________ Diana Rios University of Connecticut 2016 iii ACKNOWLEDGEMENTS The tragedy of the sunken Ferry, Sewol, in 2014, motivated me to initiate this dissertation. In memory of the 304 victims of the disaster, I am writing acknowledgements. With the great support from the faculties of communication department in University of Connecticut, Storrs, it was possible to have this dissertation for my doctoral degree completed. First of all, through the last five years, my advisor, Dr. Atkin has fully supported me to go through all the processes. I really appreciate it. I, also, should mention that I owe a lot to Dr. Lin. She has been always passionate about my research article publications. I feel thankful about it. Also, I feel thankful about Dr. Rios’ support with warm heart and kindness for my doctoral program period. I would like to say thank you to Dr. Buck and Dr. Yim, who are my readers, for their great comments for my dissertation. I will not forget the names of my friends at Storrs; Yue and Tai-yee. The great love from my wife, Ppudah, my son, Minsung, my brother in Palo Alto, CA, and my mother in Seoul made me stand as a scholar. My father and my uncle, who passed away, would be very happy with my dissertation. iv TABLE OF CONTENTS Chapter 1: Introduction ------------------------------------------------------------------------------- 1 Chapter 2: Literature Review ----------------------------------------------------------------------- 4 2.1 Social Network Service Use -------------------------------------------------------------- 4 2.1.1 Attitude, Intention and Social Network Service Use ------------------------- 4 2.1.2 Extraversion and Social Network Service Use ------------------------------- 6 2.2 Government Online Surveillance and Privacy Concern ------------------------------ 8 2.2.1 Government Online Surveillance ----------------------------------------------- 8 2.2.2 Privacy Concern ------------------------------------------------------------------- 10 2.2.3 SNS Switching and Privacy Concern ------------------------------------------ 11 2.2.4 Privacy Management Efficacy and Privacy Concern ------------------------ 12 2.3. Uses and Gratifications (U&G), and Motivations to Use SNS ---------------------- 14 2.3.1 Uses and Gratification Theory -------------------------------------------------- 14 2.3.2 Motivations to Use Online Social Network ----------------------------------- 16 Chapter 3: Hypotheses and Research Questions ------------------------------------------------- 18 Chapter 4: Methodology ------------------------------------------------------------------------------ 21 4.1 Sample --------------------------------------------------------------------------------------- 21 4.2 Measurement ------------------------------------------------------------------------------- 23 4.3 Analysis Plan ------------------------------------------------------------------------------- 29 Chapter 5: Results -------------------------------------------------------------------------------------- 31 5.1 Correlations and Multicollinearity Test -------------------------------------------------- 31 5.2 Preliminary Analyses with Multiple Regression Models ------------------------------ 34 5.2.1 Multiple Regression Results for Privacy Concern on SNS Use ------------ 34 v 5.2.2 Multiple Regression Results for Attitude toward SNS Use ----------------- 35 5.2.3 Multiple Regression Results for SNS Switching Intention ------------------ 37 5.3. Hypotheses Tests and Research Findings in Structural Equation Models ---------- 38 5.3.1 Structural Equation Model for Hypotheses Tests ----------------------------- 39 5.3.2 Revised Structural Equation Model -------------------------------------------- 40 5.3.3 Structural Equation Models by Privacy Management Efficacy Level ----- 41 Chapter 6: Discussion ---------------------------------------------------------------------------------- 43 6.1 Research Findings and Theoretical Implications --------------------------------------- 44 6.1.1 Social Network Use in South Korea -------------------------------------------- 45 6.1.2 Government Online Surveillance, Privacy Concern, and SNS Switching 45 6.1.3 SNS Attitudes --------------------------------------------------------------------- 47 6.1.4 Motivations to Choose and not to Choose; Uses and Gratifications ------ 49 6.1.5 Privacy Management Efficacy and Government Online Surveillance ---- 51 6.2 Limitations of the Research ---------------------------------------------------------------- 5241 6.3 Suggestions for Future Research----------------------------------------------------------- 54 6.4 Conclusion ---------------------------------------------------------------------------------- 56 References ----------------------------------------------------------------------------------------------- 79 Appendices ----------------------------------------------------------------------------------------------- 92 vi LIST OF TABLES AND FIGURES Table 1a. Principal Component Analysis: Exposure to Surveillance News ---------------------- 59 Table 1b. Principal Component Analysis: Privacy Concern on SNS Use ------------------------ 60 Table 1c. Principal Component Analysis: Privacy Concern on SNS Providers ----------------- 61 Table 1d. Principal Component Analysis: Attitude toward SNS ---------------------------------- 62 Table 1e. Principal Component Analysis: SNS Switching Intention------------------------------ 63 Table 1f. Principal Component Analysis: Entertainment Motivation ---------------------------- 64 Table 1g. Principal Component Analysis: Interaction Motivation -------------------------------- 65 Table 1h. Principal Component Analysis: Convenience Motivation ------------------------------ 66 Table 1i. Principal Component Analysis: Extraversion -------------------------------------------- 67 Table 1j. Principal Component Analysis: Privacy Management Efficacy ----------------------- 68 Table 2. Correlation Coefficients between Variables ----------------------------------------------- 69 Table 3. Multiple Regression Results for Privacy Concern on SNS Use ------------------------ 71 Table 4. Multiple Regression Results for Attitude toward SNS Use ---------------------------- 72 Table 5. Multiple Regression Results for SNS Switching Intention ------------------------------ 73 Figure 1. Research Model: Influence of Government Surveillance on SNS Use---------------- 74 Figure 2. Hypotheses Tests in SEM: Influence of Government Surveillance on SNS Use ---- 75 Figure 3. Revised Model: Influence of Government Surveillance on SNS Use ---------------- 76 Figure 4. Influence of Government Surveillance on SNS Use (High Efficacy) ---------------- 77 Figure 5. Influence of Government Surveillance on SNS Use (Low Efficacy)------------------ 78 vii Chapter 1: Introduction Online government surveillance systems have been expanded with advances in new media (Smith & Lyon, 2013). A longitudinal study of perceptions of surveillance and privacy found