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Effectiveness of privacy assurance mechanisms in users' privacy protection on social networking sites from the perspective of protection motivation theory

机译：保护动机理论视角下，隐私保障机制对社交网站隐私保护的有效性

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摘要

Along with recent advancement of web technologies, social networking sites (SNSs) affect peoples lifestyles by enabling them to perform so many activities which were not easy to do before. However, protection of users' disclosed information becomes an important challenge not only for SNS users but also for governing organizations. This study focuses on SNS users' protection from privacy breaches that are made by or facilitated by SNS vendors and explores the effectiveness of privacy assurance mechanisms on SNS users' privacy preserving actions. This study proposes a conceptual model that explains SNS users' privacy protection behavior based on protection motivation theory. An empirical data was collected to validate the proposed research model. The results suggest that users' coping appraisals of the overall SNS assurance mechanisms, along with their threat appraisals, positively relate to their protection motivation. Further, the results confirm that privacy concern mediates the relationship between threat appraisals and coping appraisals. Finally, findings suggest that protective motivation discourages one's engagement in risky behavior (disclosing self on SNS), in addition to undertaking safeguards (customizing privacy settings). Meanwhile, we find that individuals' use of safeguards increases personal engagement in risky behaviors (self-disclosure).
机译：随着网络技术的最新进步，社交网站（SNSS）通过使他们能够执行这么多的活动来影响人们的生活方式，这些活动并不容易做到这一点。但是，保护用户披露的信息不仅为SNS用户而且对管理组织的重要挑战成为一个重要的挑战。本研究重点介绍了SNS用户免受SNS供应商或促进的隐私违规行为的保护，并探讨了隐私保障机制对SNS用户隐私保留行动的有效性。本研究提出了一种概念模型，解释了基于保护动机理论的SNS用户的隐私保护行为。收集了经验数据以验证所提出的研究模式。结果表明，用户应对整体SNS保证机制的批准，以及他们的威胁评估，积极地涉及其保护动机。此外，结果证实，隐私问题介导威胁评估与应对评估之间的关系。最后，除了承诺保障（定制隐私设施）之外，调查结果表明保护性动机阻碍了一个人的风险行为的参与（在SNS上披露了SNS）。与此同时，我们发现个人使用保障措施增加了危险行为（自披露）的个人参与。

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