基于调节定向理论的社交网络用户信息分享行为研究

Research on User Information Sharing Behavior of Social Network Based on Regulatory Focus Theory

本文基于隐私计算理论与调节定向理论对社交网络用户的信息分享行为进行研究,重在研究感知风险与感知收益对用户信息分享行为的影响,以及用户调节定向特质对感知风险和感知收益的影响及其对用户信息分享行为的调节作用。本文构建了基于调节定向理论的社交网络用户信息分享行为模型,通过调查问卷收集到了376份有效样本,并通过构建回归方程、t检验、方差分析的方法对提出的假设进行了验证。研究表明,感知风险负向影响用户信息分享行为,而感知收益正向影响信息分享行为,同时用户的调节定向特质对用户在感知收益上的影响显著。本文根据此结论为社交网络平台的发展提出了合理的建议。

This paper uses privacy calculus theory and regulatory focus theory to study the information sharing behavior of social network users. It focuses on the impact of perceived risk and perceived benefit on user information sharing behavior, the impact of regulatory focus on perceived risk and perceived benefit, and the impact of their interaction on user information sharing behavior. This paper constructs a social network user information sharing behavior model based on regulatory focus theory. 376 valid samples are collected through questionnaires, and the hypothesis is verified by constructing a regression equation, a t test, and an analysis of variance. The results show that perceived risk negatively affects user information sharing behavior, while perceived benefit positively affects information sharing behavior, and the user??s regulatory focus trait has a significant impact on the user's perceived benefit. Based on this conclusion, this paper puts forward reasonable suggestions for the development of social network platforms.