Influencing Factors and Measures of Users’ Privacy Disclosure in Social E-commerce

This paper integrates Utility Theory and Communication Privacy Management Theory to explore the influencing factors of privacy disclosure in social e-commerce scenarios. The aim of this research is to provide references to optimize service for platform operators and encourage users to participate in content creation. Social e-commerce websites are the platforms based on social networking. It shortens the distance with consumers and promote e-commerce transaction activities. However, the leakage of personal privacy on the platform has cracked down on the willingness of users to disclose information. This paper collects sample data through questionnaire survey for analysis. Based on users’ psychology, suggestions are given on upgrading data encryption technology to strengthen platform image marketing and give information management rights to users. It is found that perceived revenue, perceived information control and trust stimulate users’ privacy disclosure, while perceived risk suppresses user’s privacy disclosure in social e-commerce website.