Research On Factors Influencing The Information Disclosure Willingness Of Users On The Douyin Platfor

With the development of the information age and the popularity of the Internet,the short video platform has grown rapidly.As a representative enterprise in the short video industry,Tiktok short video platform has a huge number of users.The way of information disclosure by users has become diversified and convenient,but with it comes the problem of information security in the process of information disclosure.Users are the core element of the platform.Users’ information disclosure behavior can be transformed into the economic benefits of the Tiktok platform.Only by ensuring users’ information security to the greatest extent and improving users’ willingness to disclose information can Tiktok platform promote its long-term development.Therefore,this paper studies the influencing factors of Tiktok platform users’ willingness to disclose information.Based on privacy computing theory,two factor incentive theory and information security risk assessment standards,this study builds the information disclosure willingness of Tiktok platform users on perceived benefits and perceived risks,proposes income factors and risk factors in two dimensions,puts forward research assumptions on influencing factors,builds relevant theoretical models,and conducts research using questionnaire survey and data analysis.Summarize the research conclusion of this paper,we can find that entertainment,information and financial incentives can improve users’ perceived income and further improve users’ willingness to disclose information;However,technology,platform environment and users’ own vulnerability risk will increase users’ perceived risk and further reduce users’ willingness to disclose information.According to the different influences of different factors,relevant strategies are proposed for user individuals,Tiktok platform and social policy environment,and research results in the field of information disclosure are enriched.