Research On The Influencing Factors Of Social Media Privacy Setting Function Use Behavior

In recent years,with the rapid development of Web2.0 and mobile network technology and the increasing popularity of smart phones,social media has also developed rapidly,and its number and types have continued to increase,and the number of users has also surged.Users will provide their personal data to social media platforms in order to obtain better user experience and personalized services provided by social media platforms.However,self-disclosure makes the problem of personal privacy leakage increasingly obvious,and more and more users begin to pay attention to privacy issues.In order to meet users' privacy needs,social media platforms recommend users to use the "Privacy Settings" function,which allows users to manage and control personal information through privacy settings.The use of the privacy setting function can not only sort out the complicated data generated in the era of big data,but also reflect the situation of user privacy protection.Therefore,the research on the use behavior of social media privacy settings has research significance for the healthy development of the social media industry and the improvement of users' privacy awareness.Based on the theory of planned behavior,privacy computing theory,communication privacy management theory,and technology acceptance model,this study uses grounded theory to conduct semi-structured interviews,based on the social media platforms most commonly used by users,and describes the specific context of their privacy settings.face-to-face in-depth interviews.Nine variables of perceived usefulness,perceived ease of use,privacy concerns,perceived risks,perceived information control,privacy fatigue,trust,subjective norms,and social management were extracted through in-depth interviews,and the privacy settings of social media platforms were constructed based on the theory of planned behavior.The function uses a behavioral influencing factor model,and puts forward research hypotheses,designs a questionnaire according to the model,conducts a survey using online questionnaires,collects data,uses SPSS software to perform descriptive statistics,reliability and validity tests and difference analysis on the data,and finally uses AMOS The software performs structural equation model verification,obtains hypothesis verification results and path coefficients,and draws conclusions: privacy concerns,perceived usefulness,perceived ease of use,perceived risk,perceived information control,subjective norms,and social management have a positive effect on privacy setting willingness Influence relationship,privacy fatigue and trust have a negative influence on privacy setting intention,and privacy setting intention positively affects privacy setting behavior.Among them,privacy concerns positively affect perceived risk,privacy concerns positively affect perceived usefulness,perceived ease of use positively affects perceived usefulness,and perceived ease of use positively affects perceived information control.At the user level,countermeasures and suggestions are put forward.