Research On Internet Privacy Concerns And Protective Behaviors Based On Social Trust

As the rate of internet coverage increase, a series of network privacy disclosureof social hot events occurred frequently. According to the survey,84.8%of Internetusers encountered information security incident, averagely2.4kinds per person.Personal information has been facing a serious threat and the social trust graduallydiminishing in Internet times. Network security of personal information can’t besolved, social trust can’t be established, it will hinder the healthy and orderlydevelopment of Network Era.The existing research main focus on technology, law,psychology qualitative perspective of network privacy protection, it has noquantitative research based on social trust about network privacy protection. Underthis background, this study quantitative analysis of internal mechanism of "socialtrust" factors affecting to network user privacy concern and privacy protection actbased on the questionnaire survey data.The main content of this paper is divided into four parts:①Analysis of thedifference of privacy concern degree indifferent situations and different characteristicsof the user’s;②Construct the structural equation model to study the relationshipbetween the Internet privacy concerns, social trust(the perception of policy supportand the perception of credit protection), privacy risk perception, protective behaviorsbased on the questionnaire survey data. In order to understand the inherentmechanism of the effect of social trust on protective behaviors and to identify the keyfactors.③Construct an infinitely repeated game model between government andnetwork service providers and a complete information dynamic game model betweennetwork service providers and network users in order to demonstrates the importanceof improving social trust.④Based on the results, provide some suggestions for thegovernment and network service providers to improve the perception of policysupport and credit protection of network users.Through theoretical analysis and empirical analysis, draw the followingconclusion:①The perceived risk, the perception of policy support and the perceptionof credit protection are the direct factor and the privacy concerns is indirect factors toprivacy protective behaviors. Effect of total effect from high to low is the perceptionof credit protection, the perceived risk, privacy concerns, the perception of policysupport.②It has significant differences of privacy concern degree indifferentsituations and users of different age, education level, net age and frequency of Internet. ③From the equilibrium result of the game between government and network serviceprovider, if government regulatory scrutiny, will curb the behavior of Internet serviceprovider abuse or sell personal information. From the equilibrium result of the gamebetween the network service providers and network users, only choose to protect theinformation of network users can achieve a win-win situation for network serviceproviders from the long-term interests.The results provide reference to the government regulatory agencies to formulaterelevant policies and network service providers to formulate relevant strategies. Thereare still some limitations of the model construction and research sample because ofthe author’s limited research level, time and energy is limited.