Abstract:

The paper studies the impact mechanism of online users’ privacy disclosure under the environment of social media, constructing the model of influencing of online users’ personal information disclosure based on the theory of planned behavior from privacy calculus and justice perspectives. Taking college students as an example, we make an empirical study through collecting questionnaires and use the method of structural equation model. The result shows perceived benefit, perceived risk and procedural justice have a significant effect on privacy disclosure intention, which affects disclosure; Information sensitivity, subjective norm, trust significantly contribute to perceived risk; Information control significantly contribute to procedural justice；Distributive justice significantly contribute to perceived benefit. Some suggestions are provided based on the discussion of the results.

Key words: Pprivacy disclosure, Procedural justice, Distributive justice, Privacy calculus, Trust