Abstract:

Based on the in-depth interviews with 6 social platform managers and users，16 indicators of personal information protection on social platform are extracted. Accordingly, Kano positive and negative questionnaires were designed and Kano surveys were conducted. Through the investigation of 204 effective samples, the 16 index elements are classified. After introducing the mixed class, the classification results of the personal information protection elements of the social platform based on the Kano model are finally obtained: 2 one-dimensional elements, 6 mixed elements and 8 indifference elements. And combining the four-quadrant analysis method, the factors which can improve user satisfaction with their personal information protection can be identified. Finally, some suggestions to improve the satisfaction of personal information protection on social platform are put forward from three aspects of law, industry and user.

Key words: Kano model, Social platform, Personal information protection, Online information management, Privacy protection