Recently, users of social network sites (SNS) have serious concerns over privacy problems. However, they continue to share personal information freely on SNS. The contradiction between privacy concerns and self-disclosure behavior has attracted significant attention of a large number of researchers. Under the perspective of construal level theory and combining Privacy Calculus, Trust theory, and Theory of Planned Behavior, we propose a theoretical framework and test its questionnaire survey. We aim to explore the existence of the paradox and attempt to explain the phenomenon. The results indicate that the SNS user's concerns over privacy problems have a significant effect on people's distant-future intention only. This low disclosure intention is inconsistent with their actual behavior. Con-sequently, the SNS users' privacy concern and disclosure behavior are paradoxical. The perceived benefits affect the people's behavior through the mediator of near-future intention, which is the dominant factor of disclosure behavior. Furthermore, trust remarkably moderates the negative effect of the privacy concern to the disclosure intention, which results in the insignificant relationship between concerns and behavior. This paper provides theoretical and empirical evidence on the mechanisms of privacy paradox and helps the SNS providers in optimizing their service.%当前社交网络用户对隐私问题存在着极大的忧虑,但却仍持续在 SNS 中披露个人信息,这一隐私关注与披露行为的悖论引发了学界的广泛思考和探讨.本研究从解释水平理论的视角,整合隐私计算、信任和计划行为理论构建了理论模型,并通过实证验证,对隐私悖论现象及其成因进行深入分析.研究结果表明,隐私关注仅对SNS用户的远期隐私披露意图产生显著影响,而远期意图又与行为不一致,因此产生了隐私关注和行为矛盾;感知收益通过影响近期意图,成为人们隐私披露行为的关键;信任的调节作用进一步使得隐私关注对披露行为的影响不显著.本研究基于解释水平理论,为社交网络隐私悖论现象及其成因提供了理论和实证依据,具有一定的理论价值;同时,在实践层面,研究对SNS服务商优化服务也具有一定的启示作用.
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