Research on the Influencing Factors of SNS Users' Privacy Protection Behavior Under the Perspective of Information Ecology Theory
[Purposes]This paper analyzes the factors influencing privacy protection behavior of social network users from the perspective of information ecology theory in a multi-dimensional way.[Methods]By constructing a model of user privacy protection behavior and designing measurement questions,this paper uses structural equations to measure the significant influence factors to explain the influence mechanism of user privacy protection willingness under the information ecology of social networks.[Findings]It was found that SNS users′ privacy concerns positively influence privacy-protective behav-iors,perceived control,perceived platform quality,perceived trust,and privacy policy negatively influ-ence privacy-protective behaviors,while perceived risk has a non-significant effect.[Conclusions]The research results can enrich the realization path of user privacy protection and provide a basis for social network platforms to formulate privacy policies.
Information ecology theoryprivacy protectioninfluencing factors
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NSTL
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