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| The Driving Factors Composition of Users’ Privacy Concern and the Formation Mechanism of Privacy Paradox in Social Network Services |
| ZHANG Yudong，ZHANG Huilong，ZHANG Chubing，JIN Hong |
| 1. Jiangxi Normal University, Nanchang, China; 2. Tianjin University of Finance and Economics, Tianjin, China |
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Abstract Analyzing factors that drive users to pay attention to privacy in social network services, clarifying the formation mechanism of privacy paradox under privacy concern from the active and passive levels. Through grounded exploration and large sample empirical test, it is confirmed that ambiguous privacy boundary, facile privacy trace and conflicting privacy dissemination jointly drive users’ privacy concern in social network services. The cognitive optimism bias and lag of risk assessment will negatively regulate users’ privacy concern driven by relevant factors, and enhance their willingness to self-disclosure. Control of information category, clarity of boundary rules, closeness of platform relationship, optimistic technology trust will positively regulate users’ active self-disclosure intention under privacy concern. While dependence of platform service and restriction of institutional norms will positively regulate users’ passive self-disclosure intention under privacy concern. All these will lead to privacy paradox.
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Received: 18 September 2021
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