Research on Influencing Factors of Personal Information Disclosure Intention of Social Media in China

Abstract The disclosure of personal information by users is very important for social media, in order to balance privacy protection and personalized service. This article probes into the factors influencing users’ intention. Based on calculus theory planned behavior, study constructs an factor model media Then extensive survey conducted through questionnaire, hypothetical verified using structural equation model, finally relationship between various intentions obtained. results show that perceived benefits subjective norm are related intentions, view associated with risk. Finally, provides new ideas services user protection, such as creating a secure environment, increasing valuable services, reducing risk perception making processing open transparent.