Research On Internet Privacy Concerns And Privacy Disclosure Behavior Based On Multidimensional Development Theory

With the rise of the emerging information technology and the emergence of application patterns,the global data volume has shown an obvious explosive growth,and human beings inevitably enter the era of “big data”.The big data age makes the information become a kind of “circulation currency”.In the business operation,all walks of life need various data to support.Especially in the Internet environment,information plays a vital role.It is one of the prerequisite for the prosperity and development of the Internet industry.However,with the increase of the information demand of Internet enterprises,the information privacy disclosure problem is also followed,many consumers in the process of consumer process of personal information have been sold as commodities,personal information leakage has become a common phenomenon,which has brought great trouble to the life of consumers.The legitimate rights and interests of consumers are seriously infringed.Nowadays,consumers are paying more and more attention to the problem of privacy information.Harris(2004)survey shows that 65% of the subjects refuse to register information on the website because they are concerned about their information privacy.Internet enterprises can not obtain accurate consumer information,they can not make a precise marketing plan in the virtual environment,and can not provide more intimate service to the customers.This will undoubtedly have a hindrance to the development of the Internet industry.Therefore,this paper studies the influence factors of the consumer disclosure of personal information under the Internet environment,which is of great theoretical significance to the research of information privacy.At the same time,it provides practical guiding significance for the development of the Internet industry.The existing research shows that new changes have taken place in the user's network privacy concerns and privacy disclosure behavior.What are the new characteristics of users' privacy concerns and privacy disclosure under the new background? Facing the privacy challenges brought by big data environment,how will users' privacy concerns affect their privacy disclosure? What measures can enterprises take to alleviate users' privacy concerns and promote their information disclosure? These questions have not been answered in the current research.Based on the above realistic and theoretical background,this paper studies the relationship between network privacy concerns,privacy disclosure behavior,privacy benefit(material incentive,personalized service,social inclusion)and its mechanism from the perspective of multidimensional development theory.First of all,this paper summarizes the concept connotation of information privacy,network privacy concerns,privacy disclosure behavior and privacy income,and analyzes the new characteristics of information privacy under the background of large data,and puts forward the connotation and measurement dimension of network privacy concerns under the background of large data,and on the basis of existing measurement.(control,awareness,collection,secondary usage,error,improper access),combined with China's special national conditions to increase the “post relief” the new dimension.Secondly,based on the multi-dimensional development theory of network privacy concerns and the relationship between privacy disclosure behavior and privacy benefits,and put forward 20 theoretical hypotheses.Finally,using the sample data of 960 users,SPSS22.0 and AMOS 21 were used to test the research hypothesis,and the results showed that 10 of them were supported,1 received reverse support and 9 were not supported.Based on the analysis of the theoretical results,this paper draws the following conclusions: Firstly,under the background of large data,the network privacy concerns of Chinese users are control,collection,secondary usage,error,improper access and remedy;Second,network privacy concerns have a significant negative impact on privacy disclosure behavior;Third,material incentive.As a regulatory variable,there is a significant negative regulation effect in the relationship between privacy concerns and privacy disclosure behavior,but the control and error regulation effect is not significant;Fourth,as an adjustment variable,the regulatory effect in the relationship between network privacy concerns and privacy disclosure behavior is not significant;Fifth,as an adjustment variable,social inclusion has a significant negative regulation effect on the relationship between privacy concerns and privacy disclosure behavior,but the regulatory effect of control and collection is not significant.This article mainly has the following three aspects of innovation and contribution: first,it enriches and expands the concept of user network privacy concerns under the background of large data,constructs a network privacy concern dimension measurement system for Chinese users under this background,and second,enriches the privacy concerns of user network from the multidimensional development theory.On the basis of empirical research,empirical research is used to verify the mechanism of privacy disclosure behavior by user network privacy concerns;third,it enriches and expands the relevant theoretical research on privacy disclosure behavior,which provides a new path for private concerns and privacy disclosure behavior research.