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While feeling anxious about the risk of exposure of personal information and privacy, users of microblogs and social network services are continuously using them. This study aims to develop a model to investigate this phenomenon. Specifically, this study explores the relationship between personal characteristics (represented by privacy concern and self-presentation) and an individual`s self-disclosure. An individual`s personal belief (represented by perceived risk and perceived trust) is also tested as an mediator between the relationship. Through a questionnaire survey to 183 twitter users in Korea, the results indicate that self-presentation has a direct influence on self-disclosure as well as an indirect influence through perceived trust. In contrast, privacy concern has not a direct but an indirect negative influence on self-disclosure through perceived risk. In conclusion, self-presentation has a stronger influence on self-disclosure then privacy concern to Twitter users. An individual who has a higher propensity for self-presentation will form a stronger perceived trust on Twitter, which in turn, affects the individual`s self-disclosure. On the other hand, an individual who is more concerned with personal privacy will feel more serious about perceived risk, which in turn, negatively influences one`s perception of the trust in Twitter as well as his desire for self-disclosure.

Effects of Self-Presentation and Privacy Concern on an Individual's Self-Disclosure : An Empirical Study on Twitter