SNS用户感知风险、感知收益与隐私忧虑间的关系

Relationship Among Perceived Risk、Perceived Benefit and Privacy Concern of SNS Users

社交网络用户的隐私披露行为决定了社交网络实名制的实现及网站的健康发展.由于网络隐私的失窃与滥用等机会主义行为,致使网络隐私忧虑的增加.根据TPB模型和隐私计算理论,建立整合模型来探究社交网络的用户隐私披露行为,以实证研究的方式并结合SPSS和.Amos分析验证了感知收益和感知风险性对隐私忧虑的影响.

User＇s privacy disclosure on social network sites decides the realization of real- name registration system of social network and affects healthy development of social network sites. While stealing and abusing privacy information on web enhance people＇s privacy concern, because of what users refuse to submit necessary information or submit fake information. This research combined TPB Model and Theory of Privacy Calculus, then built a comprehensive model to investigate the privacy disclosure behavior in SNS, an empirical research and data analysis with SPSS and Amos are used to verify the effect and degree that perceived benefit and perceived risk have on privacy concern.