[目的/意义]随着社交网络用户的逐渐增多，社交网络中个人信息安全行为研究对帮助社交网络用户更好地规避社交网络安全风险、推动社交网络平台开发商提高信息安全技术具有积极的作用。[方法/过程]基于社会认知和保护动机理论，构建社交网络个人信息安全行为影响因素模型，并运用问卷调查和结构方程方法对模型的适用性进行检验。[结果/结论]数据结果表明，反应效能是社交网络中个人信息安全保护行为最主要的影响因素，其次是感知威胁和自我效能对个人信息安全保护意愿产生正向影响，而回避行为对信息安全保护意愿产生消极影响，用户信息安全保护意愿对信息安全保护行为产生正向影响。
[Purpose/significance]With the gradual increasing number of social network users, the research on the behavior of personal information security in social network has a positive role in better helping social network users to avoid social network security risks and urging the social network platform developers to improve information security technology.[Method/process]Based on the theory of social cognition and protective motivation, this paper constructs a model of influencing factors of social network personal information security behavior, and tests the applicability of the model by the survey of questionnaire and structural equation method.[Result/conclusion] The results show that response efficiency is the most important factor which influences the behavior of personal information security protection in social networks, and the perceived threat and self-efficacy have a positive effect on personal information security protection willingness. But avoidance behavior has a negative impact on the willingness to protect information security, and the users' willingness to protect information security has a positive impact on the behavior of information security protection.
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