Abstract: The disclosure of personal information by users is very important for social media, in order to balance privacy protection and personalized service. This article probes into the factors influencing users’ disclosure intention. Based on the privacy calculus theory and theory of planned behavior, the study constructs an influencing factor model of social media personal information disclosure intention. Then an extensive survey of social media users is conducted through questionnaire, and the hypothetical model is verified using structural equation model, and finally the relationship between various influencing factors and personal information disclosure intentions is obtained. The results show that the perceived benefits and subjective norm are related to personal information disclosure intentions, and privacy view is associated with perceived risk. Finally, the study provides new ideas for social media services and user privacy protection, such as creating a secure social media environment, increasing valuable social services, reducing users’ risk perception and making information processing open and transparent.

Keywords: personal information disclosure intention, privacy calculus theory, theory of planned behavior, influencing factor model