Relationship Among WeChat User's Motivation,privacy Concern And Privacy Behavior Based On APCO Model

With the advent of the Internet era and the further spread of smartphones,a large number of instant messaging mobile applications have been created to meet the needs of people's daily lives and to provide daily social services.We Chat,the largest instant messaging mobile application with the largest number of users and monthly activity,has penetrated deeply into the daily lives of We Chat users,making it easier for people to communicate and exchange with each other on a daily basis.At the same time,personal privacy issues such as the leakage of personal information of We Chat users have gradually led to a 'crisis of confidence' in We Chat and raised concerns about the protection of We Chat privacy.However,most of the previous literature has focused on the specific effects of privacy concerns on privacy behaviour,and little research has been conducted to investigate the relationship between usage motivation as an antecedent variable of privacy protection behaviour,and even less research has been conducted on the mechanisms of privacy behaviour in the APCO framework.In this paper,based on the APCO framework,we use We Chat as the research object and rely on the literature review at home and abroad to classify privacy concerns into four dimensions: collection,error,unreasonable access and secondary use;and classify privacy behaviour into self-disclosure behaviour and privacy protection behaviour.In terms of usage motivations,content analysis was applied to derive four main usage motivations for We Chat: relationship maintenance,entertainment,information seeking,and relationship building.Then,using motivation as the antecedent variable,privacy concern as the mediator variable and privacy behaviour as the outcome variable,an APCO model of We Chat use was constructed,and a scale was designed to measure We Chat users' perceptions of these three variables and explore the links between them.SPSS 21.0 was used to analyse the theoretical model empirically,including descriptive statistics,reliability,correlation and regression analyses,and finally,the data were discussed to summarise the findings and draw recommendations for future research.The findings show that the correlation between usage motivation and privacy concern is weak overall,but the relationship maintenance and information seeking motivations have a positive effect on privacy concern;privacy concern has a positive effect on privacy protection in privacy behaviour,but the mediating effect between usage motivation and self-disclosure is not significant;the relationship building motivation in usage motivation has a significant positive effect on self-disclosure in privacy behaviour.Based on the above findings,this paper gives corresponding strategies for We Chat social media stakeholders,such as We Chat users,We Chat operators and government departments.