| The emergence of social networking sites has epoch-making significance for the whole Internet industry. Because it brings real world into the virtual network world, profoundly changes the way where people interact,&greatly improves the efficiency of spreading information. The charm&commercial values of social networking sites come from authenticity, but it also brings serious privacy security risk. On the one h&, social networking sites provide personalized services that expose users’ privacy excessively. On the other h&, more&more companies collect consumers’ information through the sites for business interests. These problems are easy to cause the users’ privacy concern, thus weakening the users’ enthusiasm to use social networking sites, reducing the websites’ information update speed, even damaging websites’ commercial value. For this reason. It is the must be solved theory problem that clear the relationship between privacy concern&intention. However, according to the existing literatures, this theory problem has not been paid systematic research.This study adopts qualitative&quantitative method to research the relationship between privacy concern&participating intention under the background of social networking sites. This study gets the following findings: Firstly, introduce privacy concern into the theoretical framework of customer participate intention.Secondly, improve&prove the privacy concern rating scale applicable to the social networking sites.Thirdly, find the perceived risk is the intermediary variable between privacy concern&customer participating intention.Above results has important theoretical significance&practical value. In theory, this study more fundamentally discussed the causes of users’ privacy protection behavior. In practice, this study points direction to effectively improve the users’ participating intention for social network service provider&provide a feasible method to manage users’ privacy concern. |
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