Research On Influencing Factors Of Sina Weibo Users’ Privacy Information Disclosure Willingness

The information revolution has accelerated the development of the Internet and changed people’s production and life style.People produce a lot of data in the process of using the Internet,which records people’s living habits.Service providers use these data to provide services for users,so that users can enjoy a variety of convenient and fast services at home.However,data leakage incidents occur frequently,causing unprecedented privacy concerns of users.The key to the operation of social media platform is user generated content.Whether users are willing to disclose personal information to the platform in the process of using social media has become one of the key factors in the development of the platform.Social media platform side not only needs to fully understand users’ privacy concerns and privacy protection needs when using the platform,but also needs to encourage users to disclose information while giving full protection and respect to users’ privacy.Therefore,based on privacy computing theory and trust theory,this study takes Sina Weibo as the research object to explore the factors influencing users’ privacy disclosure intention.Through combing and summarizing the previous literature on Internet users’ privacy,this paper,based on privacy computing theory and trust theory,combined with the characteristics of sina Weibo platform,measures users’ perceived benefits from the four dimensions of information support,emotional support,material reward and self presentation,and constructs the privacy disclosure intention model of Sina Weibo users together with perceived risk,privacy concerns and trust,This paper attempts to explain the internal mechanism of privacy disclosure intention.Based on the previous excellent research results,combined with the current research situation and research purpose,this paper puts forward eight hypotheses about the relationship between the potential variables.According to the eight latent variables,the corresponding observation variables and items are selected from the mature scales which have passed the test at home and abroad.Combined with expert suggestions,small interviews and the results of pre survey data analysis,the questionnaire is modified and deleted to form the final questionnaire.SPSS26.0 and AMOS24.0 were used to test the reliability,validity and hypothesis of 290 valid questionnaires.The results show that emotional support,self presentation and trust have significant positive effects on privacy disclosure intention;Privacy concerns have a significant negative impact on privacy disclosure intention;Perceived risk has a significant positive impact on privacy concerns;Trust has a significant negative impact on privacy concerns.Information support and material reward have no significant impact on privacy disclosure intention.This result explains the internal mechanism of privacy disclosure intention,enriches the existing results,and provides some useful supplements for the future research on the influencing factors and methods of privacy information disclosure.So that the social media platform side can have a further understanding of users’ privacy concerns and privacy protection needs when using the platform,strengthen the protection and monitoring of users’ privacy information,and formulate policies to meet users’privacy protection needs within the scope permitted by laws and regulations.At the same time,it has a certain enlightenment for other enterprises who expect to enter the field of micro blog.