Research On Influencing Factors Of Privacy Paradox On Weibo Platform

Social media,as an emerging modern information and communication technology,has created a closely connected and information rich platform for social interaction and information acquisition.Its flexibility and convenience can effectively activate and release individual energy,expand the traditional cooperation and communication platform,and shape a new form of interpersonal communication The characteristics of boundlessness and memory reproduction also lay a "Curse" for the leakage of private information.At present,China has not yet issued a perfect network information privacy protection act,and the privacy protection provisions set by enterprises are ambiguous.Frequent privacy leakage incidents have aroused users' awareness of privacy information protection to a certain extent,but in fact,the paradox of social media privacy has become increasingly prominent,On the one hand,social media users show concern about privacy leakage,on the other hand,they still disclose their privacy information on social media platform.With the upgrading of technology and the complexity of network environment,privacy issues will become more and more acute,and the phenomenon of privacy paradox will become more and more prominent.At present,the domestic research on the phenomenon of privacy paradox has also made great progress,scholars from different theoretical perspectives to find a reasonable explanation of the privacy paradox,but there is little research on weibo platform,a variety of perspectives are relatively scattered,can only partially explain the causes of the privacy paradox.In addition,the highly contextualized attribute of privacy leads to the influence of region and culture on it,and previous studies rarely consider the influence of social and cultural factors on privacy paradox behavior.Therefore,in order to make up for the lack of domestic research on privacy paradox,this study takes weibo platform as the main research object,takes privacy computing theory as the guidance,comprehensively analyzes the influence of personal psychological motivation and social and cultural environment on privacy paradox,in order to provide a more reasonable explanation for the phenomenon of privacy paradox.The results show that weibo users do have privacy paradox behavior,and privacy disclosure behavior is mainly affected by privacy disclosure intention,while privacy attention has little effect on it.In the game between perceived benefits and perceived risks,user behavior shows the characteristics of "satisfaction first".Perceived benefits such as social capital,group ownership and self disclosure jointly drive privacy disclosure behavior;In addition,self-efficacy,platform trust and collectivism tendency are also significant influencing factors of privacy paradox behavior.It is worth noting that weibo users have self cognitive bias and optimistic bias towards their privacy situation;Platform trust has the most significant impact on users' disclosure behavior;As the value keynote of socialist culture,collectivism also affects the privacy disclosure behavior of weibo users.Finally,according to the research findings and social status quo,this paper gives corresponding suggestions from the perspectives of social media users,algorithm platform and government,in order to better protect people's privacy and security.