Research on Privacy Protection Willingness of New Media Platform Users Based on Theory of Planned Behavior

Abstract

In todays digital age, new media platforms have become an important channel for people to obtain information and entertainment. However, what followed was peoples growing concerns about personal privacy security. This study takes all adults who use new media platforms as the research object, explores various factors that affect the willingness to protect privacy, and provides in-depth and practical suggestions for protecting personal privacy. We used the theory of planned behavior, incorporating factors such as age and privacy concerns. Through questionnaire survey, a large amount of data was collected and analyzed using SPSS26. The results showed that although age was not significantly correlated with privacy protection willingness, attitude, subjective norms, perceived behavioral control, and privacy concerns were significantly positively correlated with privacy protection willingness. From the research results and discussion, it can be seen that individual attitudes towards privacy protection and social pressure are important factors that determine the willingness to protect privacy. At the same time, individuals perceived behavioral control and privacy concerns will also affect their privacy protection behavior. To sum up, this study deeply analyzes the privacy protection willingness of adults on new media platforms, and provides guidance and suggestions for privacy protection behaviors in the digital society. This has certain significance for protecting personal privacy and promoting the sustainable development of the digital society.