Factors Effect Privacy Disclosure On Social Network Sites: Integrity Of Privacy Calculate Theory And TPB Model

User's privacy disclosure on social network sites decides the realization of real-name registration system of social network and affects healthy development of social network sites and harmony of network environment. While stealing and abusing privacy information on web enhance people's privacy concern, because of what users refuse to submit necessary information or submit fake information. Online social and economic activities are suffering from heavy losses.After literature review of former researches, this paper combined TPB model and privacy calculus theory, and built an improved model to explain privacy disclosure behavior online. The aim of this paper was to find the key factor affecting online privacy disclosure and put forward guiding opinions on selection of privacy regulation methods.The model was founded after redefinition of perceived benefit, information sensitivity and subjective norm in the situation of social network. The result of empirical research showed perceived benefits encouraged privacy disclosure, which meant more attractive applications can encourage information submission. Privacy concern, which was affected by perceived risk and information control but not significantly related to information sensitivity or subjective norm, was proved to be obstacles to public personal information. This conclusion suggested, strengthening privacy laws and developing privacy technologies were better way to protect the safety of privacy online. Then this paper demonstrated privacy concern was mediator variable between perceived risk, information control and privacy disclosure.At the end of this paper, the phenomenon that more factors of online games were adopted in the business model of social network sites was discussed. And this setting was thought to enhance information sensitivity in social network and change aims of users'login in social network. This may cause more users use fake IDs to take part in those games, reduce the rate of real-name registration system, and in the end, transform the character of online social network.