Research On Influencing Factors Of Douyin Users’ Intention To Disclose Personal Location Information

With its advantages of good communication effect,Douyin has become one of the important platforms for sharing life and solving practical problems.More and more people use Douyin platform to post short videos and add personal location information when Posting short videos.However,due to the privacy of personal location information,Tiktok platform is also facing a crisis of trust when users are worried about the risk of their location information being leaked.Therefore,this paper studies the influencing factors of Douyin users’ willingness to disclose personal location information,and proposes countermeasures and suggestions for the security promotion of Douyin short video location information from the perspectives of Douyin platform and users according to the research conclusions.On the basis of studying a large number of literatures,this paper introduces the concept of personalized recommendation service,privacy concerns and platform trust based on the emotional ABC theory and the integration of privacy computing theory and trust theory,and comprehensively considers the user’s perceived benefits and risks,platform technology application,information disclosure motivation and privacy protection.The influencing factor model of Douyin users’ intention to disclose personal location information was constructed,which included six factors,namely privacy concerns,personalized recommendation service,trust in the platform,perceived risk(psychological risk,social risk,privacy risk,functional risk),spiritual benefit and material benefit.The empirical study took young Douyin users as the research object.The data were collected by questionnaires issued by Wenxing platform,and the data analysis software was SPSS 26.0 and AMOS 24.0.First of all,descriptive statistics are made on the data and whether there is homologous bias is analyzed.Secondly,the reliability and validity of the questionnaire scale are tested.Furthermore,the hypothesis proposed in the theoretical model is verified by correlation analysis,and then the direct role,mediating role and moderating role of the hypothesis are analyzed and tested by hierarchical regression method.Finally,the relationship between the control variables and individuals’ willingness to disclose location information was obtained by one-way analysis of variance.The results show that: On the one hand,Tiktok Platform should strive to enhance users’ trust in the platform and improve users’ spiritual and material benefits such as social satisfaction and emotional satisfaction.In addition,in order to protect users’ right to know,it can guide users to clearly understand that their location information may be used by personalized recommendation system,so as to enhance users’ willingness to disclose location information.On the other hand,Douyin platform should optimize personalized recommendation service,strengthen the management of Douyin platform,promote the disclosure of users’ personal location information in Douyin short videos,and finally achieve the promotion purpose of adding location information to Douyin short videos.From the perspective of users,users can effectively prevent location information leakage by enhancing their sense of self-efficacy and risk awareness.