Research On Influencing Factors Of Short Video User’s Self-disclosure Behavior

With the development of social economy and information technology,the media forms of user self-disclosure have become more and more diversified.Among them,short videos are counted in seconds,and video shooting and editing can be completed anytime and anywhere with mobile phone terminals.Short videos have gradually become the mainstream form of content consumption for users,and various short video platforms such as Tiktok and Kuaishou apps have also risen rapidly.When users use these short video platforms to disclose themselves,they will always actively or passively disclose personal information.Appropriate personal information disclosure can provide users with better information services,but the unreasonable use and storage of user data by the platform operator may also lead to the disclosure of private information,trigger the user’s perception of privacy risks,and reduce self-disclosure on the platform.Based on the theory of privacy computing,this paper determines the research model by referring to domestic and foreign literature and interviews,and discusses the influencing factors of users’ self-disclosure behavior and the mediating role of privacy computing.This research mainly adopts two research methods: the personal interview and questionnaire survey method.First,semi-structured interviews were conducted with 15 people around the use of the short video platform,and then based on the interview structure and previous literature research,research variables and research models were determined,and 476 valid questionnaires were finally recovered.This study uses SPSS26.0 to perform statistical analysis on the recovered data and finds that: users’ privacy calculations have a significant direct impact on short video media platform users’ self-disclosure behavior;perceived benefits play a completely intermediary role in the relationship between content privacy relevance and self-disclosure.Privacy computing plays a partial intermediary role in the influence of trust on self-disclosure,and perceived risks and perceived benefits play a chain-like intermediary role.Perceived benefits play a completely mediating role in the influence of self-confidence on self-disclosure.Through the discussion of the results,this research recommends that short video platforms set up platform rewards to increase user perceived benefits;strengthen the short video content review process to reduce user perceived risks;improve user personality characteristics including portraits and other measures.