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论文编号：	11565
作者编号：	2120172964
上传时间：	2020/4/21 11:17:29
中文题目：	社交媒体用户隐私关注与行为意向关系研究
英文题目：	Research on the Relationship between Privacy Concerns and Behavioral Intention of Social Media Users
指导老师：	李月琳
中文关键字：	社交媒体；隐私关注；行为意向
英文关键字：	social media; privacy concerns; behavioral intention
中文摘要：	近年来，社交媒体在互联网及科学技术的发展下渐渐融入人们的日常生活。它的出现与发展，为人与人之间的交流提供了一个更广阔的平台，沟通交流不再受到时空的限制，任何人都可以享受到它的便捷性与娱乐性。然而，在为用户带来种种优势的同时，社交媒体也存在着极大的隐私安全风险。因此，从隐私关注角度出发研究用户对社交媒体的使用行为意向，对延续社交媒体生命力、促进社交媒体环境健康发展有着重要的意义。 本研究以社交媒体用户作为研究的对象，主要调查研究了社交媒体用户的隐私关注程度，并且构建了社交媒体用户隐私关注与行为意向的关系模型。在隐私关注维度方面，以IUIPC量表为基础，选取收集、控制和知情三个维度，研究用户隐私关注程度对行为意向的影响，并引入人口统计变量考察其对隐私关注的影响，引入感知利益变量考察其对行为意向的影响。分析社交媒体用户隐私关注程度对感知风险、信任的影响，并研究信任对感知风险的影响，将感知风险和信任作为中介变量研究其在隐私关注对行为意向影响中的作用。 利用问卷调查的方法获得研究数据，并使用SPSS 25.0和AMOS 22.0统计分析软件进行检验，得出本文的以下几个主要研究结论：第一，社交媒体用户隐私关注直接且间接负向影响用户行为意向；第二，隐私关注对社交媒体用户的感知风险起到正向影响作用，对用户信任起到负向影响的作用，而感知风险和信任继而会分别负向和正向影响行为意向；第三，社交媒体用户的感知利益会正向作用于行为意向；第四，不同的人口统计变量之间对隐私关注的影响存在差异。本研究将隐私关注这一概念引入到了用户行为意向研究的理论框架之中，不仅验证了隐私关注的测量量表的有效性，并且改进了隐私关注与用户行为意向之间的关系模型，同时也验证了感知风险与信任在隐私关注与行为意向间的中介作用以及人口统计变量和感知利益的影响作用。基于所得的研究结论，结合当前社交媒体平台在用户隐私管理方面的不足，为服务商提出了有针对性的隐私管理策略和建议，最后总结了本研究的不足之处，并对未来的研究方向进行了展望。
英文摘要：	In recent years, social media has gradually integrated into people's daily life under the rapid development of the Internet and science and technology. Its emergence and development provide a broader platform for communication between people. Communications are no longer limited by time and space, and anyone can enjoy its convenience and entertainment. However, while bringing various advantages to users, social media also has great privacy security risks. Therefore, it is of great significance to study the user's intention of using social media from the perspective of privacy concerns, so as to continue the vitality of social media and promote the healthy development of social media environment. This study takes social media users as the research object, mainly investigates the degree of privacy concerns of social media users, and constructs the relationship model between privacy concerns and behavior intention of social media users. In the dimension of privacy concerns, based on the IUIPC scale, three dimensions of collection, control and knowledge are selected to study the impact of user privacy concerns on behavioral intention, and demographic variables are introduced to investigate its impact on privacy concerns, and perceived interest variables are introduced to investigate its impact on behavioral intention. This paper analyzes the impact of privacy concerns on perceived risk and trust, and studies the impact of trust on perceived risk, and studies the role of perceived risk and trust as intermediary variables in the impact of privacy concerns on behavioral intention. Using the method of questionnaire survey to obtain the research data, and using SPSS 25.0 and Amos 22.0 statistical analysis software to test, this paper’s main conclusions are as follows: first, the privacy concerns of social media users directly and indirectly negatively affect user behavior intention; second, privacy concerns have a positive impact on the perceived risk of social media users, and play a positive role in user trust Third, the perceived benefits of social media users will have a positive effect on behavioral intentions; fourth, the impact of different demographic variables on privacy concerns is different. This study introduces the concept of privacy concerns into the theoretical framework of user behavior, verifies the measurement scale of privacy concerns, improves the relationship model between privacy concerns and user behavior intention, and also verifies the intermediary role of perceived risk and trust between privacy concerns and behavior intention, as well as the impact of demographic variables and perceived interests. Based on the conclusion, combined with the shortcomings of current social media platform in user privacy management, this paper puts forward targeted privacy management strategies and suggestions for service providers, and finally summarizes the shortcomings of this study, and prospects the future research direction.
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