Research On Privacy Concerns,Burnout And Protection Strategies In Internet Use

At the beginning of the Internet era,users ’ attitudes towards personal information are cautious and worried.They often worry that personal information will be exposed or illegally obtained by third-party institutions,which is called ’ privacy concerns ’.However,with the normalization of ’ network survival ’,users ’ control over privacy is gradually relaxed,which leads to the attitude of privacy burnout.As the regulations for the protection of Internet information privacy are becoming more and more lengthy,and the protection measures are becoming more and more complicated,people ’s control over privacy is gradually weakened.Therefore,in the face of frequent privacy leaks,they often show a habit.Based on this feeling,the user ’s privacy burnout is aggravated.Although privacy concerns and privacy burnout show contradictions,in the era of big data,this seemingly opposite privacy attitude is likely to exist widely among Internet users.So,in the face of the changes in the Internet environment,does the user ’s privacy attitude have changed and to what extent ? How does user privacy attitude generate ? In addition,how does the user ’s privacy attitude affect the privacy protection intention ? What is the relationship between privacy protection intention and behavior ?In order to answer the above questions,firstly,this study constructs a conceptual model based on coping theory,protection motivation theory and multidimensional privacy development theory,and puts forward 20 research hypotheses.Secondly,the data are collected in the form of questionnaires,and the structural equation model analysis method is used to analyze the generation path of Internet users ’ privacy attitudes and protection.Thirdly,this study also uses in-depth interviews to explore the generation mechanism of Internet users ’ privacy attitudes and behaviors.The study found that the current Internet users ’ privacy attitudes show the characteristics of ’ high concern and low burnout ’,and tend to adopt positive privacy protection behaviors rather than negative privacy burnout behaviors.Specifically,users ’ privacy concerns are mainly positively affected by perceived risk,perceived effectiveness,privacy disclosure experience,interpersonal interaction,and negatively affected by perceived benefits,perceived trust,and institutional factors.Among them,institutional factors play a negative role through the intermediary factor of perceived trust.Users ’ privacy burnout is not only positively affected by perceived risk,perceived benefit,perceived trust and interpersonal interaction,but also negatively affected by perceived efficiency,privacy disclosure experience and privacy system.Among them,the experience of privacy disclosure plays a negative role through the intermediary factor of institutional factors.In addition,on the whole,users ’ privacy protection intention is positively affected by privacy concerns and negatively affected by privacy burnout;on the other hand,it has a positive impact on users ’ privacy protection behavior and a negative impact on users ’ privacy burnout behavior.Finally,based on the research on the privacy attitude and behavior mechanism of Internet users,this paper attempts to put forward the path strategy of Internet users ’ privacy protection to help the healthy and orderly development of cyberspace.