社交网站用户个人信息披露意愿影响因素研究
Influencing Factors of Social Networking Site User's Personal Information Disclosure Willingness: A Case Study of Sina Microblog

摘要 文章首先以计划行为理论为框架， 结合信任与隐私计算理论， 构建了社交网站用户个人信息披露的影响因素模型。然后以新浪微博为例， 通过问卷调查和结构方程建模进行实证研究， 结果表明信任、感知风险和感知收益均是个人信息披露态度的强预测因子，进而影响披露意愿，对社交网站的信任和成员的信任对披露意愿的作用机制不同， 且隐私观负向调节披露态度与意愿之间的关系。最后结合模型和数据分析进行讨论，为促进用户个人信息披露提供建议。
Abstract: The study adds trust and privacy calculus theory into theory of planned behavior and constructs the model of influencing factors of users’ personal information disclosure intention on SNS（Social Networking Site）. Then authors take Sina micro - blog for example，making an empirical study through collecting questionnaire and using the method of structural equation model. The result shows trust，perceived risk and perceived benefit have a significant effect on personal information disclosure attitude，which affects disclosure intention, Trust in SNS and trust in SNS users have different mechanism toward disclosure intention. And Privacy value attenuates the relationship between disclosure attitude and intention, Some advice is provided through the discussion of the model and data analysis.