影响互联网用户网络隐私保护行为的因素分析

Factors Affecting Internet Users' Information Privacy Protection

借鉴国外的网络隐私保护行为模型,运用随机抽样问卷调查数据,研究了隐私关注度、感知公平和感知投诉效益对我国互联网用户网络隐私保护行为的影响。研究表明,隐私关注度对拒绝提供个人信息、伪造个人信息和投诉行为都有显著的正向影响,感知公平对伪造个人信息具有显著的负向影响,感知投诉效益对投诉行为具有显著的正向影响。研究结果对网络公司优化客户关系管理具有一定的参考价值。

Based on foreign models of privacy protection,this paper researches the factors affecting the Chinese Internet users＇ information privacy protection,including privacy concerns,perceived fairness and perceived complaining benefits,and some hypotheses are put forward and tested through structural path analysis using the data from questionnaire.The results show that the hypotheses are basically accepted,and the research supplies helpful references for the online companies in customer relationship management.