Research On Influencing Factors And Mechanism Of Privacy Disclosure Behavior Of Users Of Network Platform

With the development of information and Internet technologies,the global data volume has shown an explosive growth trend.Information has become a kind of“circulating currency” to support the analysis of data operations in all walks of life,which is the key to winning the core competitiveness of the website platform.However,with the increase in the scale of online transactions,the problem of information leakage of various website platforms has followed,users may continue to receive various marketing emails,text messages and even harassing calls,which brings great trouble to users’ lives.,allowing users to refuse to disclose personal information.The network platform can not obtain the accurate information of the user,and can not analyze and predict the user’s behavior bias,and provide personalized service,which undoubtedly hinders the development of the network platform.Therefore,how to promote user information disclosure has become an urgent problem for network platform managers.Based on the multidimensional development theory,this paper combines the factors of website and user level to explore its influencing factors and mechanism,and to conduct more in-depth and comprehensive research on privacy disclosure behavior.First of all,this paper sorts out and analyzes the concepts,connotations and related researches of several variables such as website trust,website reputation and information sensitivity,and clarifies the constituent dimensions and conceptual connotations of each variable,and then based on multidimensional development.The theory determines the model variables of this study,draws on the SOR model and communication privacy management theory to derive the influence relationship between website trust and privacy disclosure behavior,and proposes 20 theoretical hypotheses.Finally,this study adopts online and offline methods.A total of 960 valid sample data were collected,and the research hypothesis was tested using SPSS20.0.The results showed that more than half of the hypotheses were supported,11 were reversely supported,and 2 were unsupported.The empirical analysis of this study has the following four results: First,websitetrust and website reputation have a significant direct positive impact on privacy disclosure behavior;second,website trust and website reputation have the opposite effect on user privacy concerns.The trust of the website is positive and the reputation of the website is negative.Thirdly,the online privacy concerns of the users of the online platform have a significant negative effect on their privacy disclosure behavior,and the part of the website trust,website reputation and privacy disclosure behavior Mediation;Fourth,the sensitivity of information sensitivity between website trust and online privacy concerns is not significant,and there is a significant positive adjustment in the relationship between website reputation and online privacy concerns.In addition,the study also found that users’ sensitivity to different types of information directly affects their privacy concerns.The results of this research mainly include the following innovations and contributions: First,based on the multidimensional development theory,the three dimensions of environment,interpersonal interaction and self are combined to explore the influencing factors of user privacy disclosure behavior.Second,multidimensional development theory The specific relationship between the three dimensional variables in the theory is not clear.This study draws on the SOR model theory and the communication privacy management theory to sort out the logical relationship between variables,and provides reference and reference for the application of the theory.Third,this paper Network privacy concerns are mediator variables,and information sensitivity is used as a regulatory variable to expand the research mechanism of privacy disclosure behavior.