A Study On User’s Acceptance Behavior To Privacy Tools

The emergence of social networking sites has changed the way where people interact and greatly improves the efficiency of spreading information. But because of the openness of social networking sites, it also brings serious privacy security risk. Social networking sites provide personalized services that excessively expose users’privacy. Everyone can collect and use consumers’ information through the sites for business interests in social networking sites. These problems are easy to cause using resistance. Privacy settings are effective tools which can protect users’privacy, but now it is not widely used. This paper regard privacy tools as the research object, finding the key factors which can influence the uses of privacy tools.This paper based on UTAUT model combined with the conclusion of the research in users’acceptance behavior on privacy tools use..And we take the factors such as privacy concern, perceive privacy into the consideration and build up the "privacy tools use model". Questionnaire is used to collect information,371valid questionnaires are collected. Then this paper uses SPSS20software to analyze data and general characteristics, reliability and credibility of the questionnaire. At last, this paper uses AMOS to validate the model goodness of fit.Study found that the use of privacy tools is influenced by these factors which include behavior intention, privacy concern, perceive privacy, performance expectancy, effort expectancy, facilitating conditions. In practice, according to the results this study points direction to effectively improve the usage of privacy tools and provide a feasible method for social networking platform to protect users’privacy.