Research On Factors Affecting User Behavior Under The Background Of Social Media IP Location Disclosur

With the rapid development of the Internet,using social media to obtain information,share personal updates,and participate in community discussions has become an important part of people’s daily lives.As competition between Internet platforms intensifies,in April 2022,major social media platforms announced the disclosure of users’ IP addresses in order to maintain an authentic and orderly Internet order and reduce negative behaviours such as impersonating participants in hot events,maliciously spreading false rumours and hitchhiking.Specifically,when users post updates or comments,their information will display an IP location suffix,which can be specified as a province or region.This article investigates user behavior intentions and analyzes the changes in user behavior caused by the public disclosure of IP locations on social media.The aim of this paper is to explore the factors influencing the changes in user behavior caused by the public disclosure of IP locations on social media,in order to understand the attitudes of social media users towards IP disclosure,provide a thinking path for network security governance,and provide reference for social media platform developers to consider user experience during product optimization.Firstly,based on the theory of planned behaviour,the theory of protection motivation,the theory of privacy computing,and the theory of unity of technology acceptance and use,eight research variables are summarised and analysed,namely: awareness of prevention,perceived susceptibility,perceived severity,group identity,identity,coping efficacy,coping cost,and behavioural intention.Secondly,based on the relationships between variables in relevant conceptual models,the research hypotheses and theoretical model of this article were proposed and constructed.Relevant data was collected through a survey questionnaire.Descriptive analysis,reliability analysis,validity analysis,correlation analysis,and structural equation modeling analysis were conducted using SPSS 27 and AMOS 26 software.The results showed a significant effect of perceived susceptibility,coping cost,prevention awareness and identity,and the hypotheses were validated through validation.Perceived severity,group identity and coping efficacy did not have significant effects and need to be explored further.Therefore,based on the findings of the study,recommendations are made from the user and social media perspectives.Social media users need to develop the ability to protect information security and improve their online communication skills;social media developers need to improve technical measures for online security,strengthen professional training for employees and establish complaint and reporting channels.