Self-disclosure And Related Factors Of "90s" College Students' Wechat Moments

The WeChat Moments has developed over the past eight years and has become the most popular and active social networking platform in China.The academia has carried out research on the WeChat Moments from many fields,but there is little attention to the self-disclosure of users.However,self-disclosure is a necessary condition to support the sustainable development of the WeChat Moments,and it has important research value.Based on the perspective of privacy computing theory,this paper combines the use of WeChat Moments and the questionnaire survey method to study the self-disclosure of the "post-90s" college students on WeChat Moments.According to foreign research,this paper divides perceived risk into “information general accessibility” “organizational threat” “social threat”,and divides perceived benefit into “the convenience of maintaining the existing social relationships” “relationship building” “self-presentation” “enjoyment”,and divide self-disclosure into “depth” “breadth” according to the Social Penetration Theory.On the other hand,according to the actual situation,the use of WeChat Moments is divided into WeChat friends,group screening frequency,WeChat Moments visible range.And demographic variables are introduced to construct the theoretical model of this study.This study analyzes 627 valid data,firstly descriptive statistical analysis of user self-disclosure frequency,mode,content,inclination,depth,breadth and perceived risk,perceived benefit;Then the difference analysis of privacy calculation and self-disclosure of users with different demographic characteristics;next use correlation analysis to examine the relationship between the use of WeChat Moments and privacy calculations,self-disclosure,and finally examine the relationship between the factors of privacy calculation and the depth and breadth of self-disclosure.The study found that the user's privacy calculation is dominated by benefits,perceived “self-presentation” mostly,but the user also has a certain awareness of privacy risk,and perceived “information general accessibility” mostly.This privacy calculation process leads to restraint and performance self-disclosure.Self-disclosure breadth is higher than depth,and tends to reveal positive information.Different groups have different privacy calculations and self-disclosure in the WeChat Moments.Women's perceived risks and benefits are higher than men's,and the self-disclosure breadth is higher than that of men.Graduate students have stronger perceived risks and benefits than undergraduates,and have higher self-disclosure and breadth;Users feel stronger than rural users and have more self-disclosure;there is no difference in the “post-90s” group.The number of WeChat friends is positively related to user perception information general accessibility,perceived benefits,and self-disclosure.Miscellaneous WeChat friends both exacerbate risks and bring benefits.The privacy functions that is group shielding and the visible range of WeChat Moments have a stronger correlation with the privacy risks.Technology increases user security,reduces privacy risks,and maximizes benefits.Finally,the risks and benefits perceived by the users in the WeChat Moments are positively correlated with the depth and breadth of self-disclosure,indicating that the “post-90s” college students have a “privacy paradox” in the process of self-disclosure in the WeChat Moments.Driven by benefits,users will self-disclose even if they perceive the risks.