Research On Factors Affect User’s Behavior Of Privacy Disclosure In Social Network Context

With the rapid development of information technology,more and more social network media appear in people’s daily life.While bringing more convenience to people’s social network activities,it also raises some privacy issues worthy of attention.On the one hand,due to the diversified content and forms of social network activities,the number of times and channels that users’ personal information is collected has also expanded.Due to concerns about privacy risks,some users will choose to reduce their personal information disclosure.For social network service providers,user information data is an important foundation for improving service quality and developing business capabilities.Therefore,how to correctly stimulate users to disclose their personal information is an urgent problem for social network service providers.On the other hand,the current psychological state of social network users is becoming more and more complicated.There is a phenomenon of over-reliance on social network media or indifferent to personal privacy issues.How to correctly deal with such psychological changes is for users and social network platforms.And government departments are all issues that need to be considered.Therefore,based on the theoretical framework of privacy calculation and planned behavior,this study explores the rational and perceptual factors that affect users’ privacy disclosure intentions,and further explores the mechanism of the dual factors of rationality and percept on users’ privacy disclosure intentions,and finally reveals user privacy disclosures.The relationship between intention and actual disclosure.Based on the context of social networks,this article is based on privacy computing theory and planned behavior theory,introducing the concepts of dependence and privacy indifference,and constructing a social network user privacy disclosure behavior model under the influence of both rational and perceptual factors.Through empirical research,a total of 305 valid questionnaires were collected,and SPSS25 and AMOS23 data analysis software were used to test the structure equation model of the collected sample data.The research results show that the perceived risk of social network users has a significant positive impact on privacy concerns,the user’s privacy indifference has a significant negative impact on perceived risk,and the user’s perceived benefits and privacy indifference have a significant positive impact on privacy disclosure intentions.Impact,users’ perceived risks and privacy concerns have a certain negative impact on privacy disclosure intentions,and users’privacy disclosure intentions have a significant positive impact on privacy disclosure behavior.The research in this article not only provides a certain theoretical reference for further in-depth research on the privacy disclosure intentions and behaviors of social network users in the future,but also for social network platforms to better develop their own information service capabilities and stimulate more social network users to disclose personal information.Information,users to establish a more correct awareness of privacy protection,and government departments to more comprehensively manage the social network industry have provided certain suggestions and countermeasures,thereby promoting the healthy development of the social network environment.