Research On The Influencing Factors Of Dou Yin Users’ Privacy Protection Behavior Among College Students

With the development of mobile Internet era,the Douyin platform is developing rapidly,and its entertainment,socialization and civilian attributes make it popular among a large number of users.While people enjoy the convenience and value satisfaction brought by the personalized service,social sharing,a large number of users’ information is also facing the risk of being collected,used and even leaked.As a generation growing up with the Internet,college students are deeply dependent on the Internet,and they are the important user groups of the Douyin platform.However,due to the limitations of college students’ cognitive level and the long-term use of social media,their sensitivity to personal private data and information is reduced.In recent years,college students have suffered from network fraud due to personal information disclosure.However,the current empirical research on the privacy of social media users is mostly focused on Wechat,Weibo platforms,while the research on the increasingly popular short video platform is still less.Therefore,this paper has practical significance to explore the privacy protection behavior of College Students’ user groups in the use of Douyin platform.This paper focuses on the college students’ group of the Douyin platform.Based on the theory of conservation motivation and cognitive attitude behavior theory,this paper puts forward the research hypothesis.By using questionnaire and in-depth interview,this paper explores the factors that affect the privacy protection behavior of college students in the process of using the Douyin platform.At the same time,through the analysis and collection of the questionnaire data and interview results,this paper draws the research conclusion,and try to find out the problems existing in the privacy protection of college student Douyin users,then puts forward some suggestions on how to enhance the privacy protection of college students users.Through the research,this paper draws the following conclusions.Firstly,college students have multiple use motivations in their use of the Douyin platform,and different years of using the Douyin platform will lead to college students’ different privacy attitudes.Secondly,college students users generally perceive low self efficacy in the process of privacy protection.Thirdly,risk perception is the key factor affecting college students users’ privacy attitude.Risk perception positively affects college students’ privacy concerns,but it negatively affects privacy burnout.Fourth,privacy attitude is the key variable affecting privacy protection behavior.Privacy concern has a positive impact on privacy protection behavior,while privacy burnout has a negative impact on privacy protection behavior.Meanwhile,privacy concern and privacy burnout both play mediating roles in the model of this study.Fifth,the privacy protection level of college student Douyin users is relatively low,and their privacy protection measures are relatively simple.In view of the above findings,this paper proposes three suggestions to enhance college students users’ privacy protection from the perspective of university-student users,short video platform and society.For college students users,they should improve their privacy literacy level,cultivate correct privacy attitude and improve their ability of privacy protection.And the short-video platforms should strengthen the management and protection of users’ privacy information.From a social perspective,it should further promote and improve the institutional and culture construction of network privacy protection.