Research On Privacy Concern Of Network Community Based On Impression Management

The emergence of network communities which make people around the world gathered from offline to online accelerates the development of the Internet industry, besides, the network communities are changing the way of interaction between people. Based on the common interests, goals, or some kind of emotion, people come together to share information brought by the Internet community, and actively participate in exchanging. However, the opening of the virtual world gives users strong privacy concerns. On the one hand, personal information in certain areas, is collected and used by some Internet company which always emerges; on the other hand, personalized services make people’s information overexposure so that bother people’s living. These problems are easy to undermine people’s interests in using the Internet community, result in decreasing its activity, and are not conducive to the communication of people, and maintaining group membership, especially for business users. Therefore, how to improve the online community cohesion and vitality through online privacy management and security policy propaganda? This has long been an essential goal for online service providers and group managers.This study adopts a combination of qualitative and quantitative research method to research the relationship between impression management strategies and group privacy concern. The main results of this study are as follows:Firstly, introduce impression management into the theoretical framework of group privacy concerns in network community. Secondly, improve and validate the impression management scale and group privacy concerns rating scale applicable to the environment for network community.Thirdly, use social research methods to do empirical analysis with practical innovation.The above results have important theoretical and practical value. Theoretically, this study of privacy concerns will be extended from the level of individual to group, impression management strategies will be referenced to the network community, and the relationship between impression management and group privacy concerns will be discussed. In practice, this study is useful for community users to effectively provide services to members of the group.