网络隐私泄露事件中用户应对行为的形成机制研究——基于PADM理论模型的扎根分析

The Formation Mechanism of User Coping Behavior in User Privacy Leakage Incidents——A Grounded Research Based on PADM Theory

[目的/意义]隐私泄露事件频繁发生造成了社会不安情绪的蔓延,研究用户应对行为是提高隐私风险沟通效果的重要手段。[方法/过程]基于网络隐私泄露事件的微博数据,采用扎根理论分析方法,结合防护性行为决策理论(PADM)、风险的社会放大理论(SARF)和应对行为理论,探究网络隐私泄露事件中用户应对行为的类型特征、发生规律及其形成机制模型。[结果/结论]研究结果表明,用户对网络隐私泄露事件的认知受风险属性、信息源、信息渠道、社会响应的影响,并受到企业特征和用户特征的调节;基于风险传播过程的认知形成感知,包括隐私风险感知、利益相关者感知和防护性行为感知;继而通过启发式路径和系统式路径处理事件信息并制定行为决策,产生相应的问题聚焦应对行为和情绪聚焦应对行为。研究结论对于提高网络隐私泄露事件的风险沟通效果,引导用户形成合理的风险感知、责任归因和应对行为具有重要价值。

Abstract, [Purpose / Significance]The frequency of privacy leakage incidents has aroused the spread of user anxious in the society.Hence the study of user coping behavior is an important means to improve the effectiveness of privacy risk communication [Method /Process]Based on related microblogs of user privacy leakage incidents and using grounded theory methods, PADM theory, SARF theoryand coping behavior theory, this paper investigates the characteristics and laws of users＇ coping behavior and develops a model to explainthe formation mechanism. [Result / Conclusion]The results indicate that users form their cognition of privacy leakage incidents based onthe attributes of risk, information sources, information channels and social responses, and moderated by the characteristics of companiesand users. The cognition of the privacy risk spreading process leads to perceptions of privacy risk, stakeholders and behaviors. And furtherform their problem-focused coping and emotion-focused coping through a behavior decision process. The findings are of great significanceto improve the effects of crisis response strategies and risk communication, and to the guidance of reasonable risk perception, responsibilityattribution and coping behavior.