Research On Influencing Factors Ofsocial Media Users' Self Disclosure

With the rapid development of the mobile internet of information technology,social networks have changed the way people interact with each other and are playing an increasingly important role in people's lives.As digital information is easy to store,copy and transmit,the privacy risks faced by users also increase.However,the behaviors of social network users when facing the same privacy risks are not the same,or even completely opposite.Some users reduce their disclosures on social networks because they are worried about the leakage of private information;while another part of users may also have concerns about privacy issues when facing privacy risks,they still frequently share personal information on social platforms.This phenomenon of inconsistency between privacy disclosure attitudes and actual behavior is called the "privacy paradox." for social service providers,user self-disclosure information is an important source of their competitive advantage.Clarifying the composition of social network users' privacy disclosure attitudes and their influence on behavior is of great significance to the long-term development of social platforms.In addition,enterprises and government departments are also actively exploring user privacy protection strategies.For example,privacy assurance factors such as corporate privacy policies and government legislation.Judging from the existing literature,the influence of these privacy assurance factors on user attitudes and behaviors has not been systematically studied.First of all,this article uses communication privacy management theory as the leading theory to determine privacy assurance factors,user privacy disclosure attitudes,and user self-disclosure behavior relationship models;secondly,based on the control agency theory and related literature,three levels of privacy assurance for individuals,enterprises,and governments are determined factors,including user privacy self-efficacy,corporate privacy policy perception effectiveness,government supervision perception effectiveness;thirdly,based on privacy computing theory and related literature to determine user privacy disclosure attitudes,namely privacy benefits and privacy costs,relationship management motivation,self-expression motivation and subjective social norms represent the benefit dimension of users' self-disclosure,and privacy concern represents the dimension of privacy costs.Finally,according to the identified variables,an overall model of social network users' self-disclosure behavior factors is constructed.The research uses We Chat as the social media research object,and uses spss24.0and amos24.0 to model and analyze data.The study found that users with high privacy self-efficacy are more willing to use social media for relationship management and self-expression,and their behaviors are more likely to be influenced by others.Compared with users with low privacy self-efficacy,users with high privacy self-efficacy are less concerned about privacy security issues;when users perceive that the company's privacy policy can effectively protect their privacy,users are more willing to use social media to maintain satisfactory interpersonal relationships and are more likely to be influenced by others.When users believe that the company's privacy policy can effectively reflect the company's when the commitment to protect personal privacy is committed,users' concerns about privacy and security will be reduced;users who believe that the government conducts effective supervision of enterprises are more willing to show themselves,are more susceptible to others' influence,and present a lower level of concern about privacy security issues;the benefits obtained by the user's self-disclosure process help self-disclosure behaviors occur,and concerns about privacy security will inhibit the occurrence of self-disclosure behaviors.The research explores the influencing factors of the self-disclosure behavior of social network users,explains the privacy paradox phenomenon,and enriches existing research;The research conclusions provide reasonable suggestions to social service providers and relevant government departments.