Research On The Tiktok Users' Self-disclosure Behavior From The Perspective Of Social Exchange Theory

In recent years,as a short video social media application,the Tiktok has attracted many people to use it and take a short video frequently.These behaviors can be regarded as spontaneous information disclosure behavior of users.Different from the traditional self-disclosure information,the short video is three-dimensional and real,and it contains more information.Besides,it is difficult for the video uploaders to identify and control the other users who watch their videos,when they look up the video and which content.People's self-disclosure behavior may bring benefits,including relationship building,self-presentation,entertainment,etc.,but at the same time,self-disclosure will also bring risks to them,such as privacy information leakage and network anonymity reduction.Users disclose themselves based on the exchange of benefits and costs.Therefore,this paper will focus on the exchange factors that affect the self-disclosure behavior of the Tiktok users.Based on the Social Exchange Theory,this study uses questionnaire survey and in-depth interview to carry out the research in four steps: first,through reading the domestic and foreign literature related to self-disclosure,to understand the research process of self-disclosure in the past,as well as the research progress of self-disclosure as an exchange behavior;second,according to the literature review,this study will establish a hypothetical relationship between the exchange factors and self-disclosure behavior from the perspective of social exchange.The theoretical model of the study is constructed.Third,through questionnaires and in-depth interviews,the study gets the users' raw data.Finally,study uses SPSS to carry out the variables.Correlation analysis and regression analysis verify how users can achieve self-disclosure between cost and benefit.The study found that nearly half of the Tiktok users upload more than one video in a month,and the content of their shooting was mainly their daily life records,personal portrait and interest sharing.Moreover,many video uploaders are not very concerned about the disclosure of personal information.The survey shows that the most disclosed information is personal facial information,followed by street view,working content or working environment,geographical location information,and the appearance of classmates,friends or relatives.As a kind of exchange,Tiktok users can significantly affect their self-disclosure behavior in self-presentation,social bridging capital and following the trend of perceived benefit,but the cost of exchange,such as privacy disclosure,anonymous risk perception,has no significant impact on self-disclosure.Research shows that in the cognition of Tiktok users,there are more exchange benefits than exchange costs,and in this sense,benefits are prompted to make self-disclosure.In the future,we should enhance the awareness of privacy information security of users,and guide users to pursue the balance between perceived cost and perceived benefits.Tiktok should also provide more protection to users' information.