中国公众隐私关注及影响因素研究

A Study on Privacy Concerns of Chinese Public and Its Influencing Factors

大数据语境下的隐私问题业已成为政界、学界、媒体和公众共同关注的话题。本文围绕中国公众的隐私关注及影响因素,在计划行为理论、隐私计算理论等相关理论的基础上,借鉴APCO模型和IUIPC量表等已有研究成果,构建研究假设和研究模型,并以问卷调研的方式收集实证数据,采用因子分析和结构方程模型解释隐私关注的影响因素和作用机制,呈现在当前大数据语境下中国公众的隐私关注及其影响因素、行为意愿及其影响因素。研究结果揭示了"隐私悖论"的存在,显示了公众隐私关注影响因素的复杂性,以及公众的披露行为意愿受到多重因素的影响。

The privacy issues in the context of big data have become a concerned topic ofgovernment, the academia, the media, and the public. Focusing on privacy concerns of the Chinesepublic and its influencing factors, this article constructs its research hypothesis and research modelbased on the existing research such as the APCO model and the IUIPC scale as well as theories ofplanned behavior theory and privacy calculation theory. The authors collect the empirical data byquestionnaires and use factor analysis and structural equation models to explain the influencing factorsand mechanisms of privacy concerns, then present the privacy concerns and its influencing factors aswell as behavioral intention and its influencing factors of the Chinese public in the current big datacontext. The findings of this study reveal the existence of “private paradox”, the complexity ofinfluencing factors of public privacy concerns and public behavioral intention to disclose which is effected by multiple factors.