| The rapid development of the Internet has ushered the era of big data.With the commercialization of personal data,private information has become a "currency".Internet companies are competing to collect,mine,store,and trade user data,making the best use of information and data resources.Active users share their opinions on social media with “unscrupulous”,and unwittingly reveal personal privacy information,which invisibly buryes potential security risks.On the one hand,citizens' personal privacy is challenged,and netizens are concerned about privacy;on the other hand,netizens “share” in social media without any precautions.That is,the user's actual privacy behavior is found to deviate from the privacy concerns they declare,which is the phenomenon of privacy paradox.The importance of users' privacy attitudes and behaviors to social media is self-evident and directly affects the development of the network.How to reduce users' privacy concerns while reasonably guiding users to disclose appropriate information to conduct business for Internet companies and provide personalized services is a key issue for social media managers.However,at present,the theoretical community does not understand the privacy paradox,especially its production mechanism,and lacks empirical research on this issue based on the Chinese social media context.Therefore,this study explores the phenomenon of social media privacy paradox,aiming at clarifying the mechanism of this phenomenon,in order to provide theoretical reference and practical guidance for promoting the development of social media.Based on this,this paper aims to focus on the core issue of the social media privacy paradox.Based on the above-mentioned realistic and theoretical background,this paper,from the perspective of privacy computing,combined with the theory of planned behavior,research the relationship between network privacy concerns,privacy disclosure intentions,privacy disclosure behaviors,privacy benefits(organizational sense of belonging,social capital)and its mechanism.In this way,the mechanism for generating privacy paradox is analyzed.Based on the existing research,the theoretical model of this paper is constructed and seven theoretical hypotheses are proposed.Through the questionnaire distribution method,304 valid sample data were finally obtained and tested by the structural equation model Smart PLS 3.0.6 theoretical hypotheses are supported,and 1 theoretical hypothesis is not supported.The details are as follows: Network privacy concerns have no direct impact on privacy disclosure behavior,and privacy concerns have a negative impact on privacy disclosure intentions,but organizational sense of belonging and social capital have a strong positive impact on privacy disclosure intentions,and organizational sense of belonging,Social capital also has a significant positive impact on the behavior of privacy disclosure.In summary,perceived revenue directly affects the privacy disclosure behavior and affects the privacy disclosure intention between privacy concerns and disclosure behaviors,which further positively affects the user's final privacy disclosure behavior,and profoundly reveals the the internal mechanism of social media privacy paradox in China.This paper mainly has the following two innovations and contributions: First,based on the theory of privacy computing,combined with the theory of planned behavior,this paper explores the privacy concerns,privacy disclosure intentions,privacy disclosure behaviors,and privacy benefits(organizational sense of belonging and social capital)in the process of privacy decision-making,confirm that privacy paradox exists in China's social media environment and better explain the mechanism of privacy paradox.Secondly,it conducts a more detailed and in-depth classification and discussion of the privacy benefits in the context of social media in China,and regards organizational sense of belonging and social capital as the main privacy benefits of users,enriching the research on privacy benefits. |
PDF Full Text Request