Research On The Influence Mechanism Of User's Privacy Risk Memory And Privacy Policy On Self-disclosure

Rapid development in communication technology can bring historic changes to human beings.The telephone has changed the communication distance of people,the Internet has created a "global village",and social media has made possible communication at any time.Because of its convenience,immediacy,and fun features social media is popular.As of now,825 million people in China are using social media.But social media which seems to be full of benefits has hidden crises.Social media service providers are both service providers and data collectors.Social media relies on privacy policies to take agreements with users,so all trace data of users on social media will become a platform's commercial resources.After the "ZAO privacy agreement was questioned",it also made users pay more and more attention to privacy policies.But this kind of news event is not the first.In early 2018,the Alipay bill defaulted to agree to the "Sesame Service Agreement" incident that has also caused heated discussions.So do repeated news events or privacy risk memories affect users' perception of privacy policies? How does privacy risk memory and privacy policy affect users' self-disclosure behavior on social media? Based on this,this study uses social media users as the research object and uses questionnaires to explore the impact of privacy risk memory and privacy policy effectiveness perception and content understanding on selfdisclosure.A research model is proposed,which includes 7 variables and 14 hypotheses.The research finds that: 1)users with a history of viewing privacy policies have a deeper understanding of the content of privacy policies and a deeper perception of their effectiveness;2)social media trust is in the path of the impact of privacy policy effectiveness perceptions and privacy policy content understanding on self-disclosure Acted as an intermediary effect;3)Privacy computing played a moderating effect between the understanding of privacy policy content and social media trust,the perception of the effectiveness of privacy policy,and social media trust;4)The privacy risk memory directly affected self-disclosure,and social media trust did not play an intermediary effect;5)When the role of privacy calculation is obvious,the perceived benefit of the user is also higher,and the privacy risk memory can have a positive impact on social media trust.Based on the results of this study,this article gives relevant recommendations for social media operators,social media users,and social media regulators.