Research On The Influencing Factors Of Privacy Paradox In College Students’ We Chat Use

As a social media application with high penetration rate,We Chat is popular among network users because of its high timeliness and strong interactivity.As a generation with the growth of technology,college students have higher levels of contact and use of social media.They are typical representatives of We Chat users.They are happy to disclose personal information on We Chat,but they are full of concerns about privacy leaks.This mismatch between consciousness and behavior is called privacy paradox,that is,college students who have high privacy concerns but are still actively self-disclosing behavior.Based on the theory of communication privacy management and privacy calculus theory,this study reviews and sorts out the existing literature,and analyzes the influencing factors of privacy paradox in the use of We Chat by constructing structural equation model.To study the relationship among perceived risk,Perceived Benefits,privacy concerns,privacy management and self disclosure.So we can get the reason of the formation of privacy paradox and the effective way to break through the dilemma of privacy paradox.The results of the study showed that the four potential factor variables of the construction model,the perceived risk,the perceived benefit,the privacy concern,and the self-disclosure path coefficient were all statistically significant(P<0.05),in which the perceived risk positively affected the privacy concern(effect 0.222).perceived benefit has a negative and significant impact on privacy concerns(effect,0.106);perceived benefit has a positive and significant impact on self-disclosure(effect,0.217);privacy concerns have a positive and significant impact on self disclosure(effect,0.477).Then through the adjustment effect analysis,it is found that privacy management has a significant positive adjustment effect between privacy concerns and self-disclosure.When the privacy management level is low,privacy concerns have a greater impact on self-disclosure.When privacy management is high,The impact is relatively flat.In the end,,the research finds that through the analysis of the relationship between the influencing factors of the privacy paradox,it can be seen that there is a privacy paradox in the use of We Chat for college students,and the rational game between the perceived risk and perceived benefit is the main reason for the privacy paradox.At the same time,the privacy management in the use of We Chat for college students is coordinating the development of the privacy paradox.In addition,the effective ways to break through the dilemma of privacy paradox include: improving the online privacy literacy of college students,enhancing the responsibility awareness and technical support of We Chat platform to protect user privacy,and improving the privacy legal protection system.