社会化搜索中用户隐私披露行为意向的影响因素研究

Exploring the Factors of Social Search User's Privacy Disclosure Intention

[目的/意义]社会化搜索是一种新型的网络信息搜索模式,与其他社交网络应用一样,用户在使用社会化搜索服务的过程中也同样存在个人隐私问题。而学术界对社会化搜索用户隐私披露行为的研究尚显不足。[方法/过程]通过对以往关于社会化搜索和隐私披露行为的文献进行整理,找出适合本研究的理论基础。将隐私计算理论、效用理论和计划行为理论相结合,构建社会化搜索用户隐私披露行为意向的影响因素模型,并提出了研究假设。使用问卷调查及结构方程分析方法对研究假设进行了实证检验。[结果/结论]研究发现信息控制能力、信息收益和社交收益对隐私披露的积极影响,而信任度和感知风险因素的影响则未被证实。

[Purpose/Significance] Social search is a new kind of network information search model, as with other social network applica- tions, users in the process of using social search service also have the same personal privacy issues, yet the academic research on the behav- ior of social search users＂ privacy disclosure is still not enough. [ Method/Process] In this paper, the authors collate the literatures of the previous research on social search and privacy disclosure, to find the theoretical basis for this study. Combining the theory of privacy calculus theory, utility theory and the theory of planned behavior, the research model of the influence factors of social search users＂ privacy disclosure intention is built, and the research hypothesis is proposed. Then, use questionnaire and structural equation analysis method, the empirical test is carded out on the research hypothesis. [ Result/Conclusion] It is found that information control ability, information benefits and social benefits are the influencing factors of the privacy disclosure, while the trust degree and the perceived risk factors are not con- firmed.