Influencing Factors Of Social Media User's Willingness Of Privacy Disclosure From Privacy Fatigue Perspective

Social media is an important channel for people to disseminate information,maintain relationships and express opinions.In recent years,social media has developed rapidly,and various social applications have sprung up,and the number of users has become extremely large.However,since digital personal information can be easily stored,copied,and transmitted,the abuse of user privacy information is also increasing.Although many experts are working hard to protect the users' privacy,data breaches still occur from time to time.Many users' concerns about their privacy data have led them to refuse to provide real information to social media and even to report fake information,which has had a certain negative impact on the social and economic activities in the network.Recognized the seriousness of the threat of privacy information,scholars have conducted lots of researches on the privacy behavior of users.After literature review of former researches,this paper combined privacy calculus theory,privacy fatigue theory and TPB model,and built an improved model to explain privacy disclosure behavior of social media users.The aim of this paper was to find the influential factors affecting users' privacy disclosure and put forward relevant protection recommendations and measures.Firstly,this paper reviews the related research on privacy information and privacy disclosure behavior,and reviewed some concepts about Social Media,Privacy Information and Privacy Disclosure Behaviors.Secondly,based on the discussion of the purpose of this research,this paper builds the social media user privacy disclosure model under the privacy calculus and privacy fatigue theory.Thirdly,the article draws on the scale entries of the more mature privacy disclosure research at home and abroad.After screening,a small-scale interview was conducted,and a formal questionnaire was formed.Through questionnaires,a total of 208 valid questionnaires were retrieved.This study used SPSS software to test the reliability and validity of the sample data.Then the AMOS software is used to estimate the structural equation model,test the goodness of fit,and analyze the path.The results show that privacy concern was affected by perceived risk,information control and privacy fatigue but not significantly related to subject norm;and privacy fatigue,privacy concerns and privacy benefits have an impact on users' willingness to disclose privacy.Finally,based on the above research results,this paper makes a discussion based on the research conclusions from the user's personal,social media platform and the construction of laws and regulations,and proposes countermeasures related to the privacy disclosure of social media users.