Research On Data Privacy Protection Strategies For College Students

With the development of the Internet,the way of interaction between individuals and the outside world has changed from offline to online.Large amounts of data generated during the interaction are stored in browsers or other platforms.This one-way data transfer mode gradually accumulates large amounts of data.The rise of big data technology has triggered the trend of data commercialization.These data-owned organizations have begun to explore the value of data.Optimize product structure based on personal data(browsing path,etc.);use cookie technology to track personal browsing records and deliver targeted advertisements to them.It even directly or indirectly identifies specific individuals through technology,and sells commercial products and services to them in the form of calls.As one of the main forces using the Internet and mobile terminal equipment,college students face more data privacy issues.This research integrates the field of information dissemination with the field of privacy,and provides a new understanding of college students’behavior from a cognitive and emotional perspective.Through the literature research method,sort out the status quo of data privacy protection of college students.Second,take privacy concerns as independent variables,protection behaviors as dependent variables,and privacy knowledge and reward seeking as adjustment variables to construct a privacy concern-protection behavior model in the context of general online services.Then,a questionnaire was designed and distributed to college students including postgraduates,undergraduates,and junior college students to measure their understanding of these four variables,and explore the relationship between the four through regression analysis and moderating effect analysis.At the same time,6 college students were selected for in-depth interviews to further understand college students’ understanding of data privacy.The research results show that:1)Privacy concerns and privacy protection behaviors are relatively weak as a whole,but there is a negative impact between entity concerns and technical control,which is in line with the privacy paradox;2)The interaction between data collection risks and entity concerns Technical control has a negative impact,and the impact is weakened.The interaction items between data supervision and protection and entity concerns have a negative impact on social control,indicating that privacy knowledge has a significant moderating effect between privacy concerns and protection behaviors;3)Seeking rewards in privacy The moderating effect between worry-protection behavior is not significant;4)When privacy knowledge and reward seeking are used as moderators at the same time,it has a significant impact on protection behavior.According to the results of the questionnaire analysis and the content of the interviews,it can be seen that college students have insufficient awareness of data privacy and protection behaviors need to be strengthened.In response to the issue of data privacy of college students,combining foreign legislative and practical experience on student data privacy and current domestic conditions,we propose effective countermeasures to protect college student data privacy to the government,schools and individuals,and promote the protection of college student data privacy.