基于隐私计算理论的SNS用户隐私悖论现象研究

An Analysis of Privacy Paradox Phenomenon in SNS Users Based on Privacy Calculus

[目的/意义]与SNS用户高度关注个人隐私的态度不同,许多用户在行为上却表现出随意地披露个人隐私,这种现象被称为隐私悖论。尝试通过实证研究解释这种现象,研究结果有助于社交网络服务提供商改进运营模式,提高市场竞争力。[方法/过程]以隐私计算理论为基础,结合计划行为理论TPB,构建了SNS用户隐私关注与隐私披露关系的模型,利用结构方程模型(SEM)验证假设。[结果/结论]结果显示,用户的感知风险正向影响其隐私关注,进而降低隐私披露的行为意向;但当用户感知到较高的收益时,隐私披露意向明显增强,最终导致实际的披露行为,也就解释了隐私悖论现象的发生。

[ Purpose/Significance ] Differed from the high level of privacy concerns, huge part of users, in behavior, are actually willing to disclose their personal information, and this phenomenon is known as Privacy Paradox. This paper tries to explain this phenomenon based on empirical study. The study will be beneficial for SNS provider to improve their operation mode and improve their competitive- ness. [ Method/Process] Based on Privacy calculus theory and combined with TPB model, this paper establishes a model about the rela- tionship between privacy concerns and privacy disclosure of SNS users and tests the hypothesis by using Slructural Equation Model （SEM）. [ Result/Condusion ] The result shows that, users＂ perceived risks positively influence their privacy concerns, which in turn de- crease the intention of privacy disclosure. However, when perceiving high level of benefits, users＂ intention of disclosure would be en- hanced significantly, which leads to the final disclosure action. In this way, the privacy paradox is explained sufficiently.