Be Calculating: Research on the Formation Mechanism of Social Media Users’ Privacy Protection Disengagement

Abstract

Abstract:

Although the digital era has aggravated the privacy risks of users, the high protection costs and attractive transfer benefits have triggered users’ privacy fatigue, which leads to the disengagement of privacy protection. Based on multidimensional developmental theory, and starting from the information management dimension and interaction management dimension, this study constructs a research model of social media users’ privacy protection disengagement, collects 579 effective samples through online questionnaires, and conducts data analysis using the method of combining SEM and fsQCA. The study finds that privacy fatigue is a positive factor for privacy protection disengagement, while privacy negative experience and privacy protection cost are positive antecedents for privacy fatigue. In the meantime, the availability of privacy settings and the effectiveness of privacy policies have a negative impact on privacy fatigue. Privacy transfer benefits magnifies the effect of privacy fatigue on privacy protection disengagement. At the same time, there are five antecedent configurations for the separation of high-intensity privacy protection, which can be divided into two modes: revenue-oriented mode and cost-oriented mode, fully revealing the characteristics of users who are ‘good at calculation’ in the process of privacy protection.

Key words:

Privacy fatigue, Multidimensional developmental theory, Privacy transfer benefits, Privacy protection disengagement, fsQCA

Duan Qiuting (School of Journalism and Communication, Shanghai University) Zhang Dawei (School of Journalism, Fudan University) Chen Yanxin (School of Humanities, Minjiang University). Be Calculating: Research on the Formation Mechanism of Social Media Users’ Privacy Protection Disengagement[J]. Libraly Journal, 2024, 43(394): 109-121.

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