Research On Influencing Factors Of Personal Data Disclosure Behavior Of Social Media Users

As an important medium for people's daily contact,expressing opinions,and leisure and entertainment,social media has developed rapidly in recent years.The number of social media platforms has also increased rapidly,and the number of users has also shown an exponential increase.Most social media require users to provide personal information for registration and authorization before they can be used.Social media collects a large amount of personal data related to users.In recent years,personal data leakage incidents on social media platforms have occurred frequently.These negative incidents have made users unwilling to disclose personal data on social media platforms,or even disclose false personal data,which has caused certain obstacles to the operation and development of social media platforms.Social media platforms can collect and analyze the personal data provided by users,analyze user habits and behavior preferences,and correlate various data to accurately understand the diverse needs of users,so as to perform accurate advertising and marketing,personalized information recommendations,and functions It is of great significance to social media platforms to guide users to disclose personal data reasonably with service recommendations.For users,it is also important to understand the process of personal data disclosure and the impact of various aspects,not to disclose personal data at will,and to enhance the awareness of personal data protection.Therefore,studying the factors influencing the personal data disclosure behavior of social media users has important research significance for the health and safety development of the social media industry and the improvement of users' literacy and awareness.This research is based on privacy computing theory,trust theory,incentive theory,communication privacy management theory,planned behavior and other theories,and uses grounded theory research methods to extract social media from the privacy policies of social media platforms,and national policies and regulations on information and data.Relevant influencing factors of user personal data disclosure,around different dimensions of influencing factors,build a social media user personal data disclosure behavior influencing factor model,and put forward research hypotheses between each influencing factor.Collect research data through questionnaires,analyze reliability and validity through SPSS software,and use AMOS software to modify and verify the structural equations to obtain the results of research hypotheses and path coefficients.On this basis,analyze the results of the research hypotheses and draw conclusions,and put forward relevant countermeasures and suggestions based on the conclusions.The specific contents of this study are as follows:The first chapter is Introduction.This chapter expounds and explains the research background,research significance,domestic and foreign research status,research innovation points,research methods,and thesis framework of the research,and summarizes the research status and development trends by reading domestic and foreign literature.The second chapter is related concepts and theoretical basis.This chapter expounds the core concepts of the research.Through reading domestic and foreign literature,the core theoretical basis of this research,privacy calculation theory,trust theory,incentive theory,communication privacy management theory,and planned behavior theory are explained and explained.The third chapter is the construction of the model of factors affecting the personal data disclosure behavior of social media users.Based on the existing research foundation,this chapter uses grounded theoretical research methods to extract relevant factors affecting the disclosure of media users' personal data from the privacy policies of social media platforms,national information and data policies and regulations,and build social media around different dimensions of influencing factors The model of influencing factors of user personal data disclosure behavior involves a total of 10 influencing factors,including perceived benefits,perceived risks,perceived information control,trust,incentive policies,user personal rights,social media platforms,information levels,protection measures,social systems,and disclosure Willingness.And based on social media scenarios,16 research hypotheses are proposed.The fourth chapter is Data Collection and Model Test.This chapter collects 456 valid sample data through questionnaire design,release,and recovery.Descriptive statistical analysis,reliability analysis,and validity analysis are performed on the data,and the model is evaluated,revised,and verified,and finally a fitted structural equation model is obtained,and the hypothetical results and path coefficients between the influencing factors of various dimensions are verified.The fifth chapter discusses the research results and relevant suggestions.This chapter discusses the results of research hypotheses.A total of 10 of 16 research hypotheses have been verified.Social media platforms,protection measures,perceived information control versus trust,information level,perceived benefits,trust,incentive policies versus willingness to disclose,social systems,incentives Policies have varying degrees of influence on perceived benefits and willingness to disclose.User personal rights,social media platforms,protection measures,social systems,perceived risks,and perceived information control have no significant impact on the willingness to disclose,and analyze the reasons for the hypothetical results,and then propose targeted countermeasures and suggestions based on the results,including increasing user perception There are five levels of income and perceived information control,improvement of social media platform principles and protection measures,implementation of incentive policies,strengthening of personal data processing capabilities,and improvement of relevant regulations and industry standards.The sixth chapter is summarizes and prospects.Summarize the research model,research results,and the mechanism of influencing factors,point out the deficiencies of the research in this article,and look forward to the future research directions.