Micro Blog Self-disclosure Behavior

As a new type of social networking products, Micro blog has been to change people’s information acquisition, sharing, mode of transmission. The user has become a small media and continuous self-disclosure of information. December2011, Beijing announced a number of micro blog development management provisions, provisions made it clear that:Any organization or individual must use the real identity when registering the micro blog account. This purpose of this study is to understand how the two factors can:user characteristics and perceived risk impact on the user’s self-disclosure.Based on former related researches, we developed a theoretical framework including:six user characteristics, perceived risk and self-disclosure. It investigates the differences among perceived risk by demographic factors, personality traits and lifestyles, and also investigates the differences among self-disclosure by demographic factors, personality traits and lifestyles, and analyzes how perceived risk affect self-disclosure.The conclusions of the study can be included as following:(1) Demographic factors there are differences in the perceived risk and self-disclosure.(2) Personality traits there are differences in the perceived risk and self-disclosure.(3) Lifestyles there are differences in the self-disclosure.(4) The perception of privacy risks and self-disclosure to the topic of "money" there is a negative impact. The perception of privacy risks and perception of social risk and other topics of self-disclosure there is no linear relationship.