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The Effect Of Perceived Risk, Hedonic Value, And Self-Construal On Attitude Toward Mobile Sns, Ji Yoon Kim, Sang Yong Kim
The Effect Of Perceived Risk, Hedonic Value, And Self-Construal On Attitude Toward Mobile Sns, Ji Yoon Kim, Sang Yong Kim
Asia Marketing Journal
This study investigates the effect of perceived risk on attitude toward mobile Social Network Services (SNSs). First, we understand that perceived risk of SNSs is a multidimensional concept, and we study the relationship between attitude and perceived risk such as social risk, performance risk, and privacy risk in SNS environments. Subsequently, the relationships between these multidimensional concepts of perceived risk and attitude are investigated. The result indicates that social, performance, and privacy risk have negative effects on attitude. In addition, the moderated effect of individual characteristic variables such as hedonic value and self-construal are confirmed as mitigating factors that alleviate …