Research On Privacy Paradox In Weixin College Student Users' Behavior

Weixin is a popular social media application after recent years of rapid development,it has evolved from the initial social sharing platform into a multi-function integrated social software,which has instant communication,mobile payment,real-time positioning,games etc.As a network generation group,the representation of the contemporary college students,who are willing to disclose personal information on social media to gain the personalized service and identity.But because of the limitations in social experience and personal cognitive,college students' risk perception and privacy protection behavior ability are relatively weak.On the one hand they disclose personal privacy on social media,on the other hand they also worry that privacy will be leaked.This kind of behavior between intention and contradiction is called “privacy paradox” phenomenon.This paper adopts questionnaire survey and in-depth interview with the combination of research methods,and using the Privacy Calculus Theory and Communication Privacy Management to research the following three aspects of the specific study.First,by reading a lot of related literature to understand the privacy of social development and the research status and experience in privacy paradox at home and abroad;Second,using questionnaire survey and in-depth interviews to obtain first-hand information to understand students' behavior of Weixin using,frequency of using,privacy in social media cognitive situation,and attitude of privacy disclosure and privacy intention;Finally,putting forward the research hypothesis in four selected variables,like privacy concern,risk perception,benefit evaluation,privacy protection behavior.Through the data analysis software of variable correlation and regression analysis to verify the student users in privacy disclosure and protection of the relationship between the influencing factors of decision making.The research find that Weixin in college student groups is still a strong relationship between the circle of social forms.Among them,instant communication,information sharing and Weixin payment are the most frequently used as well as the biggest privacy concerns.According to the survey,College students' personal basic information and the Internet information are revealing more but showing lowerdegree of concern.The social-class information and property information are higher concerned,but it shows inconsistent phenomenon between disclosure and concern.College students' privacy concern,risk perception and privacy protection behavior are significantly positive correlation,however,it can not verify the interest assessment negatively related to the privacy concern assumptions.It means that Weixin students users show the higher level of user perception of the interests,and will not reduce the concern for privacy,This does not exist the conflict.Nevertheless,benefit evaluation of perception is negatively related with the privacy protection,it indicates that the users' demand for interest in using Weixin will choose the assignment part of private information,so privacy protection would accordingly be reduced.Thus this result could explain the rationality of existence in privacy paradox phenomenon for Weixin student users.