在线隐私政策对消费者提供个人信息意愿的影响机制研究——信息敏感度的调节作用

The Influence Mechanism of Privacy Policies on Consumers’ Willingness to Provide Information: Based on Moderating Effects of Information Sensitivity

基于信号传递理论和沟通隐私管理理论,通过三个2×2的实验设计,分析了在线隐私政策对消费者提供个人信息意愿的具体影响机制,并考察了信息敏感度的调节效应。结果表明:在线隐私政策的告知明确性、权限水平及保护程度对消费者的信息控制感知和隐私风险感知有显著影响;信息敏感度正向调节隐私政策的权限水平、保护程度与感知信息控制之间的关系,负向调节隐私政策的权限水平、保护程度与感知隐私风险之间的关系;感知信息控制和感知隐私风险对消费者提供个人信息意愿有显著影响。

Based on the signaling theory and CPM theory, this paper examines how the contents of online privacy policies influence the consumers’ willingness to provide personal information and the moderating effects of information sensitivity through three between-subjects experimental designs. The results demonstrate that the notification clarity, permissiveness and protection degrees offered by privacy policies have significant impacts on consumers’ perceived information control and perceived privacy risk. Information sensitivity moderates the correlations between permissiveness, protection degrees offered by a privacy policy and consumers’ perceptions. The results also reveal that perceived information control has a significant positive influence on the willingness to provide personal information, and the willingness is also influenced by perceived privacy risk negatively.