Consumer’s Adoption Behavior Of Social Network Platform

Social Network, the fastest developing Internet service, is gradually becoming a part of people’s real social activities and daily life. The essence of social network is to use Internet as the media to interact with people and make information exchange. We can say the process of consumer’s social network using is continuously to balance the risk and benefit of privacy disclosure and make adoption behaviors. Social network brings benefit for consumers and also causes consumers to pay privacy cost for their benefits. Therefore, from the perspective of privacy to make research of consumer’s adoption behavior of social network is very important for social network’s healthy development.This paper main content includes two parts:one is to focus on privacy concern, based on the TAM/VAM model, theory of Cost-Benefit and IUIPC model, make a social network platform adoption model from both benefit and cost aspects, and explore the relationships among the related factors; the other one is to focus on the different types of social network platforms, compare the differences among those factors in different types of social network platforms.Firstly, this paper made a literature review of related consumer’s social network platform adoption behavior research and of related theory, then based on the review and theory, we set up a theory model of this paper; and then this paper made a questionnaire survey, using SPSS and AMOS (Structural Equation Model) to explore the relationships among the factors in the theory model, finally, according to the result, this paper made related conclusions.