A Study on Generation Z Users' Social Media Information Visibility Management Behaviour: Influencing Factors and Path Analysis Based on Extended Theory of Planned Behaviour

Abstract

[Purpose/Significance] This study investigates the motivations and influencing pathways of information visibility management behaviours on social media platforms among Generation Z users in a digital context. Recommendations are proposed from both user and platform perspectives to optimise the social media experience. [Methodology] Using university students as representative Z-generation participants, this study employs the Theory of Planned Behaviour framework augmented with perceived risk factors. Data collected via questionnaire analysis identifies characteristic information visibility management behaviours on WeChat Moments and other typical social media platforms. Structural equation modelling validates the influence pathways. [Results/Conclusions] Emotional satisfaction, self-disposal norms, and perceived risk exert positive effects on the intention to engage in information visibility management behaviour. Perceived control and the privacy information risk component of perceived risk positively influence such behaviour. The intention to self-dispose positively impacts information visibility management behaviour and mediates the path from privacy information risk and privacy social risk to self-disposal behaviour.