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用户信息对企业的生存和发展至关重要,而移动社交中LBS等服务引起较大隐私风险,在一定程度上阻碍用户的信息披露意愿,因此有必要研究移动社交网络环境下如何提高用户的信息披露意愿。文章根据隐私计算理论,从用户价值角度提出相关假设,构建影响移动社交用户隐私风险信念、隐私保护信念以及信息披露意愿的模型,采用结构方程对理论模型及其研究假设进行实证分析。研究发现,娱乐性补偿、信息补偿正向影响隐私风险信念,娱乐性补偿负向影响隐私保护信念,信息补偿和资金补偿对用户的隐私保护信念有正面影响,用户信息披露意愿受隐私风险信念、隐私保护信念、娱乐性补偿和资金补偿的影响。
User information is very important to the survival and development of enterprises. However, services such as LBS in mobile social networks cause greater privacy risks, to a certain extent, hinder users ’willingness to disclose information. Therefore, it is necessary to study how to improve users’ information in mobile social networks Disclosure of wishes. According to the theory of privacy computing, this article puts forward the relevant assumptions from the perspective of user value, constructs a model that affects the privacy risk beliefs, privacy beliefs and information disclosure willingness of mobile social users, and empirically analyzes the theoretical model and its research hypotheses by using structural equation. The study found that entertaining compensation, information compensation positively affect the privacy risk belief, entertaining compensation negatively affects the privacy protection belief, information compensation and capital compensation have a positive impact on users ’privacy protection beliefs, users’ information disclosure intention is affected by privacy risk beliefs, The impact of privacy protection, entertainment compensation and financial compensation.