Social Capital And Information Disclosure On Social Network Sites

Based on social capital theory,this paper conducted three researches on different levels of behavior on social networks sites.We hope to answer(1)What's the motivation for individual to self-disclose?(2)How do others' disclosure behavior and one's own perceived social capital affeect the continuance of social networks?(3)How should individuals use their social capital and disclosure narrative style to improve the completion of charitable fundraising on social networks?The self-disclosure behavior study expanded the research dimensions of social capital and self-disclosure.It also introduced the concept of extroversion and try to explain different conclusions in previous studies.The continuance behavior study further explained the concept of confirmation and perceived usefulness in expectation confirmation model.From the social exchange perspective,the honesty level of others'self-disclosure will influence one's own perceived social capital,and enhance continuance behavior on social network sites.The study on social network charity introduced the concept of demand urgency and try to answer the research gap on different conclusions of relationship between information disclosure narrative style and fundraising performance in previous studies.From the practical perspective,these three studies provided effective insights and suggestions for the operation of social network platforms,users' attitude of social network sites,and fundraising strategy on social network charity platform.At the same time,the last study crawled real data from social network sites and used data mining tools to analyze massive amount of texts and images.It could provide some inspiration and reference for other researchers.In conclusion,these three studies have solid theoretical and practical contributionsFirst,a model was established to investigate how social capital factors and personality traits interact with each other and affect the amount and honesty of self-disclosure.220 questionnaires have been collected to test the research model.In conclusion,Social interaction and shared narrative have a significant positive relationship with self-disclosure amount.Also,there is a significant positive relationship between reciprocity and self-disclosure honesty.Extroversion is positively related to self-disclosure amount and has an enhancing moderation effect on relationship between honesty and reciprocity.This study expanded the scenarios and dimensions of study between social capital and self-disclosure behaviors,supplemented a possible explanation of the different outcomes of extroversion and self-disclosure behaviors in previous studies.It also provided some suggestions for social network platforms to promote users' information disclosure.The second research focused on the continuance behavior on social network.Based on the information systems Expectation Confirmation Model,this study proposed that perceived social capital could represent perceived usefulness of social network.At the same time,it identified the confirmation of disclosure honesty from others could represent the expectation confirmation part in the model from a social exchange perspective.Based on empirical analysis with 117 questionnaires,conclusions have been found that the higher the confirmation of others' disclosure honesty,the more users would think they have better social interaction,trust,and shared narrative.At the same time,perceived social interaction can increase satisfaction and continuance,while perceived trust and perceived shared narrative can only improve satisfaction.This research has specified the content of expectation confirmation and perceived usefulness in Expectation Confirmation Model on social networks sites.It can also provide some suggestions for social network to enhance user's stickiness.Social network charity adopts the social structure framework form social network sites and raises money as a fundraising platform.Based on Signal Theory,the third study proposed that fundraising sponsors can signal through their own social capital and alter their disclosure narrative to increase the completion of fundraising goals.At the same time,based on Prospect Theory,the moderation effect of demand urgency between the relation of social capital,disclosure narrative and fundraising performance is proposed.We used web crawlers to obtain data and analyzed 13119 projects.Results have shown that centrality,social interaction,and reputation have a significant positive impact on fundraising performance.At the same time,information richness,text sentiment and picture sentiment are negatively related with fundraising performance.Finally,the urgency of demand has a significant weakening moderation effect on the relationship between fundraising performance and centrality,social interaction,reputation,and text sentiment.We explored how social capital and disclosure narrative styles affect the fundraising performance of social network charity.At the same time,we use the urgency of demand to explain the different conclusions of the sentiment analysis and fundraising performance in former researches and the moderation effect of project types we found in the data.This research can provide suggestions for social network charity promoters on their own social capital construction and narrative style choices.In conclusion,we studied self-disclosure behavior,continuance behavior and charity fundraising behavior on social network sites.Considering these three studies,we hope to explain the information disclosure in social networks with social capital theory more comprehensively.