Value Measurement And Influencing Factors Analysis Of Linking Privacy In Social Network

With the continuous development of social networks,a large number of social apps have been downloaded and used,which brings about privacy concerns,including the privacy of users,i.e.direct privacy,and the privacy of users’ friends,i.e.linking privacy.At present,most users in China only pay attention to privacy in terms of personal privacy,and generally pay less attention to associated privacy.Therefore,this paper measures the value of linking privacy,and further analyzes the factors that affect the value of linking privacy.Through reviewing a large number of literature and empirical research,this paper confirms the widespread existence of linking privacy in social networks.Based on the existing research,the research hypothesis are proposed,and two scenarios are introduced based on whether the information of users’ friends collected by social APP will improve the functional use of APP.Joint analysis method was adopted to design the product outline of virtual APP,to understand users’ preferences for social APP selection through questionnaire survey,and to measure the monetary value of linking privacy under different situations.The results show that when users choose to use an APP,they will consider the privacy of their friends,but users’ valuation of the privacy of their friends is relatively low,and this situational variable only has a significant impact on the complete information of users’ friends.After the measurement of the linking privacy value,the structural equation model is used to further analyze the factors affecting the linking privacy value.Combined with existing theories and studies,the possible influencing factors,including privacy disclosure experience,privacy knowledge,APP trust,online social capital,privacy concern,etc.,were analyzed,and research hypotheses were proposed and research models were established.Through the data collected from the questionnaire survey,the model is tested to find the main factors that affect the user’s evaluation of the linking privacy value.The results show that users’ privacy knowledge only improves their privacy concern for personal information and friends’ information in some situations.Bonding social capital can significantly increase users’ privacy concern of friends’ information,while bridging social capital has no significant effect on it.The privacy value increases with the increase of users’ privacy concern,but the situational variables in this study have no significant moderating effect on it.On the one hand,the results of this study help to enhance people’s awareness of privacy and enhance the importance of linking privacy.On the other hand,it is conducive to the formulation and improvement of APP privacy policy,and further improve the privacy management issues in social networks.