基于社会渗透理论的社交网络用户隐私披露行为研究

Research on Social Network Users’Privacy Disclosure Behavior Based on Social Penetration Theory

[目的/意义]现有的社交网络用户隐私披露相关研究以隐私披露意愿研究为主,且存在研究方法单一、数据来源主观等问题。意愿并不能完全转化为行为,因此本研究利用社交网络平台用户行为数据对影响其隐私披露实际行为的因素进行分析,比较其与隐私披露意愿研究的差异,为理解用户隐私披露行为提供参考。[方法/过程]本研究参考现有研究影响因素体系,基于社会渗透理论,构建用户隐私披露行为的广义线性模型,以新浪微博这一典型社交网络平台为例,通过网络爬虫采集新浪微博用户数据,并利用该数据衡量和探究用户隐私披露行为。[结果/结论]研究结果表明,人口统计学变量、社交网络经验、社交网络规模、微博生产力对用户披露信息的敏感性及维度存在不同程度的影响,人口统计学变量对用户隐私披露实际行为的影响与部分隐私披露意愿研究有所区别。用户客观数据对隐私披露行为的度量加深对社交网络用户披露行为的理解,也为相关研究的开展提供数据基础。

[Purpose/Significance]Among the existing research on privacy disclosure of social network users,the research mainly focuses on the willingness of privacy disclosure,and there are some problems,such as single research method,subjective data source and so on.Intention cannot be completely transformed into behavior.Therefore,to compare the differences with the study of privacy disclosure intention and provide reference for understanding users’privacy disclosure behavior,this study uses social network platform user behavior data to explore the influencing factors of users’actual behavior of privacy disclosure.[Method/Process]Referring to the existing research influencing factor system,the study built a generalized linear model of users’privacy disclosure behavior based on social penetration theory,selected Sina Microblog,a typical social network platform,and obtained Sina Microblog users’data through Python crawler program,so as to measure and analyze users’privacy disclosure behavior.[Result/Conclusion]The results show that demographic variables,social network experience,social network size and microblog productivity have varying degrees of impact on the sensitivity and dimensions of users’disclosure of information.The impact of demographic variables on the actual behavior of users’privacy disclosure differs from some studies on privacy disclosure willingness.The measurement of privacy disclosure behavior by user objective data has deepened the understanding of social network user disclosure behavior,and also provided a data basis for the development of future research.