Research On The Influencing Factors Of Social Network Users' Information Privacy Concern

The information communication technology of social network has created a social platform with rich information and close connection.Its flexibility and convenience shape a new form of interpersonal communication.At the same time,because of its information reproducibility,information unboundedness and other characteristics,it also buried hidden dangers for the security of information privacy.In 2021,the State Internet Information Office implemented the "Clear Action",which aims to rectify the privacy leakage and infringement problems in the process of social networking.It can be seen that the frequently staged privacy events have attracted attention to a certain extent.With the explosive growth of Internet information and the increasingly complex network environment,privacy issues will become increasingly acute,and network users will also suffer from a variety of privacy security risks.Starting from the existing literature,this study firstly reviews and summarizes the conceptual of privacy,information privacy and privacy concerns,the measurement dimensions of privacy concerns,the influencing factors and other relevant past studies,and identifies research directions and makes up for the current research deficiencies by collating the current status of privacy concerns-related studies.Secondly,the basic framework of this study’s model is determined based on multidimensional development theory,and the antecedent variables of privacy concern are refined into three dimensions: self,environment and interpersonal,a conceptual model with privacy concern as the dependent variable is established,and the research hypothesis is proposed.Then,by referring to previous established scales,the questions of this paper were designed,and after pre-tested revision and refinement,the official questionnaire was finally formed,and 429 valid questionnaires were returned.Finally,the data obtained during the formal research phase were analyzed using Smart PLS3.3.9 structural equation modeling software to validate the hypotheses put forward in this study,and relevant recommendations and research insights were provided based on the empirical results.The findings show that privacy literacy,privacy preferences,laws and regulations,and community influence significantly influence privacy concerns,while the coefficient of the pathway from privacy policy to privacy concerns is not significant.Community influence was the most significant.Based on these results,the pathways of each variable to privacy concerns are discussed and the results are analyzed.Suggestions for management are given in terms of users’ awareness of self-protection,the legal and regulatory mechanisms put in place by the government,and what can be done to reduce users’ privacy concerns.The study not only provides a richer perspective on information privacy,but also prompts platform operators to regulate their own behaviors in strict accordance with industry standards and to further clarify the need for reasonable collection and use of user information.This will enable platforms to provide convenient,efficient and personalized services to their users,while also enabling their own development,thus achieving a win-win situation for all parties.