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| Research on User Information Sharing Behavior of Social Network Based on Regulatory Focus Theory |
| Zhu Peng1,2,3, Li Lu1,2, Gary Marchionini3 |
1.School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094
2.Jiangsu Collaborative Innovation Center of Social Safety Science and Technology, Nanjing 210094
3.University of North Carolina at Chapel Hill, Chapel Hill 27599 |
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Abstract This paper uses privacy calculus theory and regulatory focus theory to study the information sharing behavior of social network users. It focuses on the impact of perceived risk and perceived benefit on user information sharing behavior, the impact of regulatory focus on perceived risk and perceived benefit, and the impact of their interaction on user information sharing behavior. This paper constructs a social network user information sharing behavior model based on regulatory focus theory. 376 valid samples are collected through questionnaires, and the hypothesis is verified by constructing a regression equation, a t test, and an analysis of variance. The results show that perceived risk negatively affects user information sharing behavior, while perceived benefit positively affects information sharing behavior, and the user s regulatory focus trait has a significant impact on the user's perceived benefit. Based on this conclusion, this paper puts forward reasonable suggestions for the development of social network platforms.
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Received: 06 September 2018
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