Developing A Scale For Social Privacy Management On Social Media

The researchers pay great attention to the privacy of social media because The high penetration rate of social media among Internet users and people's increasing concern for privacy.This present research takes the social media privacy management as research theme.Through the literature review,the privacy phenomenon of social media is divided into information privacy and social privacy.From a theoretical perspective,the previous research on social media privacy is mostly focuses on information privacy.For social privacy,the empirical research is in its infancy and further development is limited by the lack of measurement tools.From a realistic perspective,the relationship network is the distributing center of all kinds of resources in China.Through research on privacy management behavior,it can provide insight into the maintenance and development of people's interpersonal relationships in the era of social media.Therefore,this study guided by the communication privacy management theory,using WeChat Moments as an example to develop a social privacy management scale on social media,which provides a accurate and effective measuring tool for future research.The original 54 items were extracted from the literature review and depth interview.After the two times face validity assessment,29 items were reserved for pre-test,and a total of 103 questionnaires were collected.Then exploratory factor analysis were conducted In the pre-test stage,and a four-dimensional structure with 14 items was established.The 14 items entered the next procedure,and a total of 481 questionnaires were collected.The factor analysis showed that four-dimensional structure model fit well,the criterion validity and discriminant validity were all up to the standard.The reliability of the scale was a=0.794.Finally,this study obtained a four-dimensional scale with good reliability and validity,which including 14 items.The four dimension is "friend management" "content management""time management" and "migration management".In addition,the researcher also measured the privacy management level in WeChat Moments using the new scale.The study found that the privacy management is generally in the middle level.Also,gender has been found a significant effect in some dimensions while the age is not.