Research On The Impact Of Privacy Threat Appraisal Of Network Social Platform Users On Privacy Protection Behavior

In the era of big data,personal privacy information has been commercialized on various common network platforms,especially online social platforms.Users active on social platforms share a lot of information to meet the social needs,and disclose their personal privacy unknowingly,thus bringing some hidden troubles.Many users,while expressing their concern about privacy and security,continue to spread information online without any protective measures.In view of the fact that these users’ attitudes towards privacy information are not consistent with their perception of privacy risk,the important issue in personal privacy security at present is to promote users to make correct privacy protection behavior.Currently,the research on users’ privacy protection behaviors is relatively broad,taking the users’ protection behavior before and after publishing information as a whole.However,the source of motivation and psychological mechanism of user privacy protection in these two processes are not the same.In most studies,the users’ perception of privacy threats is regarded as a direct variable of privacy protection behavior,and the users’ motivation to protect privacy is considered to come from the desire to obtain security rather than to avoid risks.Considering these limitations,in this study,the scope of privacy protection behavior was reduced to privacy disclosure,and the technology threat avoidance theory was introduced.It was believed that there is a psychological mechanism between the users’ privacy risk assessment and privacy protection behavior mediated by emotional response and problems.Then,it was further verified whether users’ information-sharing benefits and platform trust will continue to affect users’ protection behavior after they publish information on online social platforms based on the privacy computing theory.In this paper,taking users of online social platforms as the study object,524 valid questionnaires was collected,and the statistical tools such as SPSS 26.0 and Smart Pls 4.0were used to conduct data analysis and hypothesis testing.It was concluded that firstly,threat assessment has a positive impact on problem-focused coping and emotion-focused coping;secondly,the coping assessment has a positive impact on problem-focused coping and a negative impact on emotion-focused coping;thirdly,emotion-focused coping negatively affects privacy protection behavior,and problem-focused coping positively affects privacy protection behavior;fourthly,emotion-focused coping and problem-focused coping play an intermediary role in the relationship between threat assessment,coping assessment and privacy protection behavior;fifthly,the information sharing income negatively regulates the role of threat assessment and emotion-focused coping and problem-focused coping,negatively regulates the role of coping assessment and problem-focused coping,and positively regulates the role of coping assessment and emotion-focused coping;sixthly,the platform trust negatively regulates the role of threat assessment and emotion-focused coping and problem-focused coping,and negatively regulates the role of coping assessment and problem-focused coping.In this study,firstly,the technology threat avoidance theory and privacy computing theory were combined to explore the impact and internal mechanism of user privacy risk assessment on privacy protection behavior in the specific context of online social platform,refine the dimensions of privacy protection behavior,and enrich its research perspective,which provides theoretical support for enhancing user privacy protection.Secondly,the effective management methods for operators of online social platforms in practice were put forward,that is,to enable users to improve their sense of security and reduce the assessment of privacy threats under the condition of effective privacy protection by visualizing privacy statements,enriching privacy settings,simplifying privacy protection measures and other ways.Moreover,some suggestions for the users were put forward,that is,to improve the sense of coping effectiveness by improving the learning of privacy knowledge,and to increase vigilance,strengthen the ability of risk identification,do not avoid and dare to face privacy threats.At the end of the study,the existing shortcomings and prospects for future research were pointed out.