Research on Influence Factors and Behavioral Willing of User PrivacyConcern on Social Network Platform

摘要

In social network, more and more users are concerned about the privacy and most of them regard influence factors as static. This research establishes dynamic influence model of the privacy concern based on four types of social sites including emotional, tool, mixed and non-tied type. By considering direct and indirect influence that user may get, as well as different roles and characteristics of different types of social networks, this study finds the emergency and media related to the privacy and the media publicity have apparent influence on the privacy concern. By comparing four types of social networks, the user privacy concern is affected significantly by dynamic factors, in which mixed social network represented by SinaWeibo indicates the result that is closest to the assumption and closest to social behavior characteristics of the user.