影响个人在线提供隐私信息意愿的实证研究

Empirical research of individuals' intention to provide privacy information online

个人信息是个性化网络服务的主要依据,然而各种网络风险使得用户心存疑虑,拒绝提供个人信息或提供虚假信息.为此,从个人、网站和情境三方面的因素着手,以已有研究成果为基础,建立一个影响个人在线提供信息隐私意愿的模型,并采用结构方程模型对理论模型和研究假设进行实证分析.研究结果表明:个人网络隐私顾虑会负向影响个人信息提供意愿,而其信任倾向则通过影响用户对网站的信任进而对用户提供信息隐私意愿产生积极作用.网站良好的声誉及网站安全控制和隐私政策在很大程度上通过建立用户信任进一步正向影响用户个人信息提供意愿.此外,用户提供个人信息隐私的意愿还受到用户对网站的有用性感知和信息敏感度的影响.研究结果可以帮助网站制定更好的网站注册流程和顾客信息收集策略等,从而更好地获得顾客的个人信息.

Users＇ personal information is the basis of online personahzed services, mowever, oecaue u uc risks in cyber world, online users are more concerned about their privacy security than ever, which results in either their unwillingness to provide personal information to websites or falsifying some of the required personal information during the registration. Based on the review of relevant literatures, a theoretical model is proposed, which show the influencing factors affecting online users＇ intention to provide personal information and privacy. Three kinds of factors, related to individuals, websites and situations, are adopted in this model. Furthermore, the theoretical model and relative hypotheses are verified by the empirical research by means of Structural Equation Model. The results show that individual＇s online privacy concerns will have negative impact on people＇s willing to provide personal information, while trust tendency can have positive impact on people＇s willing to provide personal information by influencing user＇s trust in the web site. As far as the site feature, good reputation, web security control and privacy policy, to a great extent, through establishing user＇s trust to have further positive impact on people＇s willing to provide personal information. In addition, the will is also affected by user＇s perception of site＇s serviceability and information sensitivity, while the impact by perception of site＇s usability and involvement degree haven＇t been supported. The results will be beneficial to websites with regard to the online users＇ personal information collection and a better registration procedure.