The Study About User's Privacy Concerns And Privacy Protection Behavior In The Social Network

With the development of the society and the network popularization,the social network based on the theory of the six degrees of separation increasingly widespread in the application of internet users.According to eMarketer prediction,in 2017 there will be 6.62 billion people in China use the social network to establish and maintain their own circle of friends,record their life,publish their views,interact with friends,and participate in various activities.Users will expose some real information on the Internet,so the social network supplier,third party stakeholders,or other people can all access and use the user's personal privacy to trade or improper use.Therefore,this research starting from the problem of users' privacy in social networking,studied from the user's point of view and the perspective of social networking about privacy issues respectively.The study is divided into two parts:Firstly,based on the related literature reading and theoretical study,establish the theoretical model about social network users' privacy concerns and protection,and uses the empirical research in the form of questionnaire.Through empirical research and analysis,the research results show that the social network users' privacy concern will have a significant affect on the privacy protection act,including the user's privacy settings,misrepresention and complaints.The user's perceived risk can cause the misrepresention,and perceived trust will affect the users' behavior of complaining.What's more,the user's perceived usefulness will reduce its privacy settings,self-disclosure and misrepresention.Based on the first part of the empirical research about social network's user privacy protection behavior,this part divides the social network and users separately and the privacy protection is considered from two angles which are the two game sides.On the basis of the hypothesis that the game sides are rational,we establish the evolutionary game model of social network and user by using evolutionary game method,and analyze the steady state and strategy choice of each game group,and reveal the influencing factors and strategies of the game stability state.Based on the analysis of the model function,the evolutionary stability strategy(ESS)of user groups and social networks under different parameters is given.According to theevolutionary simulation results,the reward of user's protection of privacy and the punishment of social network's non-protection of the privacy have a great impact on the decision-making.