隐私计算与社会资本对移动社交用户自我披露意愿的影响研究——基于微信与微博的比较分析

Impact of Privacy Caculation and Social Capital on Mobile Social Platform Users' Willingness to Self-disclosure: A Comparative Study of WeChat and Micro-blog

[目的/意义]移动社交平台的发展必须基于大量的用户信息与数据,随着用户对个人信息安全的不断关注,研究移动社交用户的自我披露意愿及其影响因素对移动社交平台的发展十分关键。[方法/过程]基于隐私计算理论和社会资本理论,构建了移动社交平台隐私披露意愿的影响因素模型。通过调查问卷收集了微信和新浪微博两个不同移动社交平台的数据,利用结构方程模型进行路径分析,比较不同因素对两类平台的影响差异。[结果/结论]研究发现:在微信和微博环境下,隐私计算和社会资本对用户自我披露意愿的影响路径存在差异;感知风险和收益对用户在社交平台中的信任、互惠感和社区认同感的影响路径存在差异;用户的信任正向影响互惠感和社区认同感,但在微信和微博环境下的路径系数有所差异。

[Purpose/Significance]The development of mobile social platform needs huge user information and data. With the more concern of user privacy it is critical for social networks to learn the factors that influence users ＇ willingness of self-disclosure. [Method/Process]Based on privacy calculation theory and combined with social capital theory,this paper constructs a model about the relationship between social capital and users＇ privacy disclosure intention.We collect data from users of We Chat and Micro-blog through survey,and test the hypothesis by using Structural Equation Model.[Result/Conclusion]Results showed that in We Chat and Micro-blog environment,the influence path of privacy calculus and social capital to users＇ willingness to disclose is different; the perceived risk and perceived benefit have different impact on user＇s social capital in mobile social platform; users＇ trust has a positive impact on the reciprocity and community identity,but the path coefficients are different.