Research On The Privacy Paradox Behavior Of Young Users In Social Media

As the core users of social media,young people may wantonly disclose their personal privacy due to lack of information protection awareness in the process of network communication,which will lead to a more prominent risk of information leakage while showing their individual characteristics.Although the above-mentioned risk of privacy information leakage has been valued by young users,the conceptual emphasis cannot be truly translated into practical actions,which has caused the "privacy paradox" issue.Research on the privacy paradox phenomenon of young users can not only promote the transformation of user privacy concepts,but also help social platforms to achieve a relative balance between protecting user privacy and satisfying user needs.In this paper,referring to the existing relevant research results,according to the theory of planned behavior,a research model with "privacy concern-privacy disclosure intention-self-disclosure behavior" as the core elements is constructed,and the core concepts of privacy computation theory and self-efficacy theory are introduced to discuss The impact of perceived benefits,perceived risks,and privacy efficacy in the model is established to establish a corresponding theoretical model.At the same time,the path analysis is carried out through the structural equation model;finally,the mediation effect test of privacy concern and privacy disclosure intention is tested.The research results show that there is a significant positive relationship between privacy disclosure intention and user disclosure behavior,but the correlation between privacy concerns and disclosure behavior is not significant.Perceived benefits directly affect self-disclosure behaviors,and perceived risks indirectly affect privacy disclosure behaviors through privacy disclosure intentions;in addition,privacy efficacy negatively affects privacy concerns,positively affects privacy disclosure intentions,and indirectly affects user disclosure behaviors through privacy disclosure intentions,privacy concern and privacy disclosure intention play a mediating role.Based on the research findings,this paper puts forward countermeasures and suggestions from the two perspectives of users and the platform.The platform can better meet the needs of users,and users can also actively protect personal privacy.