The Study Of Social Networks Users Privacy Based On Evolutionary Game

Social networks have changed the way of people communicate, acess, share information, which is a profound change in the history of mankind. It’s a real "copy" of the real world relationships online, and greatly enhanced the speed and breadth of information dissemination with cost advantage of internet through interoperability between network nodes and nodes. With no doubt, social networks provides great convenience as people lives and learns. However, social networks also brings some privacy and security threat while brings convenience for people’s life. On the one hand, social networks is an open platform, any people can give a contact even though they don’t know each other, resulting in the excessive exposure of user’s personal information; on the other hand, in order to provide personal service for user, social network will collect users information excessively, causing privacy concern of users. Users will reduce the social network activity, resulting in the damage to the commercial value of social networking. Therefore, a clear understand of the impact on its users’ privacy concerns behavioral decision is the key to promote long-term development of social networks.Through a large amount of literature review, this paper summarize the research achievements of privacy in social networks. It quantified the perceived benefits and the perceived risk of users bases on the gain theoretical framework of users behavior, and build the revenue function of social network users, creatively applying the evolutionary game to the privacy study in social network. This paper builds the privacy evolutionary game model of the social network users behavior considering third-party regulatory body. It gives the evolutionary stable strategies(ESS) under different parameters conditions, and analyze the dynamic evolution of the game between users and social network sites through data simulation and the impact of different parameters on the the final game stable state.Through the study, we find that third-party regulatory bodies have a important impact on the result of evolutionary game between user and social network sites. Users are more sensitive to the value-added benefits of personal information and perceived risk; social networking sites is sensitive to value of users information and the loss that may suffered.There are important theoretical and practical significance about above findings. Theoretically, this study rich the research methods of privacy in social networks; practically, it provide a concrete guidelines to reduce privacy concern of users and improve user activity, to increase the commercial value of social networks.