Mechanism of Platform Interaction on Social Media Users’ Intention to Disclose Privacy: A Case Study of Tiktok APP

Interaction is the main feature of social media, while in recent years, frequent privacy disclosure events of the social media user affect users’ privacy disclosure behavior. In this paper, we explore the mechanism of interaction characteristics by social media apps on users’ privacy disclosure behavior. Using SOR theoretical models and the privacy calculus theory, the effects of privacy disclosures on TikTok are examined. Structural equation modeling is used to analyze the data from 326 questionnaires. We concluded that human–computer interaction (perceived personalization, perceived control) and interpersonal interaction (perceived similarity) positively and negatively affected perceived benefits and perceived risks, respectively, and had positive effects on intention to disclose privacy through perceived benefits and perceived risks, respectively, except that perceived personalization had no effect on perceived risk and intention to disclose privacy. In addition, perceived benefits and perceived risks played an intermediary role in interactivity and privacy disclosure intention. Finally, we provided countermeasures and suggestions for social media operators and policy makers.