恐惧诉求对社交网络用户隐私安全保护行为的影响研究

User's Protection Behavioral Intention of Privacy Information Security on Social Network Site Based on the Fear Appeals Theory

[目的/意义]新媒体环境下,社交网络成为公众交流沟通平台的同时给用户带来了一系列隐私安全问题,研究隐私安全恐惧诉求信息如何激励用户采纳隐私安全保护措施具有重要意义。[方法/过程]基于恐惧诉求理论,构建社交网络用户采纳隐私安全保护措施行为意愿的影响因素模型,通过问卷调研收集数据,利用结构方程模型进行路径分析来探讨恐惧诉求各要素对社交网络用户个人信息安全的影响机制。[结果/结论]研究发现:恐惧诉求信息中的威胁严重性正向影响用户的效能认知,对安全保护行为意愿无显著直接作用;威胁易感性对用户效能认知无显著影响,但直接影响用户的行为意愿;用户的效能认知和社会影响均直接正向影响其行为意愿。

[ Purpose/Significance ] While Social network taking user a series problems of privacy information security, research on the fear appeals information about security has great significance in encouraging user to adopt privacy protection measures. [ Method/Process] Based on the fear appeals theory, this article proposes a protecting intention influence model to explore factors that influence user＇s adopting security measures behavior. [ Result/Conclusion ] Results showed that： threat severity of fear appeals information has positive influence on user＇s efficacy and no significant direct effect behavioral intent of security; threat susceptibility has positive influence on behavioral intent, but no significant impact on user＇s efficacy; user＇s efficacy and social influence have positive influence on their actions.