Empirical Research on the Mechanism of Privacy Protection Intention Among Social Media Users in a Small Community

Duan Qiuting; Xie Xingzheng

doi:10.13266/j.issn.0252-3116.2021.06.013

Library and Information Service >

2021 , Vol. 65 >Issue 6: 118 - 128

DOI: https://doi.org/10.13266/j.issn.0252-3116.2021.06.013

INFORMATION RESEARCH

Empirical Research on the Mechanism of Privacy Protection Intention Among Social Media Users in a Small Community

Duan Qiuting ,
Xie Xingzheng

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1 School of Journalism and Communication, Xiamen University, Xiamen 361005;
2 Journalism School, Fudan University, Shanghai 200433

Received date: 2020-09-28

Revised date: 2021-01-11

Online published: 2021-04-22

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Abstract

[Purpose/significance] Based on the small community standard, this research explores the underlying mechanism of privacy protection intention among new generation of migrant workers in the context of social media, which aims to provide them with quality services and protect their internet privacy rights and interests. [Method/process] Based on regulatory focus theory, the study developed the research model of determinants of privacy protection intention in the context of social media. Also, it investigated the influence of perceived enjoyment in the formation of privacy protection intention among new generation of migrant workers. The convenient sampling strategy with paper questionnaire was used for data collection, and the collected data was analyzed by statistical software. [Result/conclusion] The results show that the new generation migrant workers' perception of the privacy environment within the small community can directly and positively affect the perceived risk, and also indirectly cause the perceived risk through information sensitivity and privacy protection self-efficacy, thus generating privacy concerns and ultimately stimulating their privacy protection intention. The triple buffering effects of perceived enjoyment were found, which could not only reduce the influence of perceived risk and privacy concern, but also negatively moderate the effect of perceived risk on privacy concern.

Key words： new generation migrant workers; privacy protection intention; perceived enjoyment; small community standard; social media

Cite this article

Duan Qiuting , Xie Xingzheng . Empirical Research on the Mechanism of Privacy Protection Intention Among Social Media Users in a Small Community[J]. Library and Information Service, 2021 , 65(6) : 118 -128 . DOI: 10.13266/j.issn.0252-3116.2021.06.013

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