共享时代用户在线披露个人信息的隐私计算模式研究

The Privacy Calculus Mode of Disclosing Private Information in Context of Sharing

提供个人隐私信息是用户获取在线服务的重要前提,然而共享时代由于隐私边界扩大及交互关系的改变,用户披露个人隐私的动机和机制与传统线上环境有所不同。为探究共享时代用户披露个人信息的隐私计算模式,文章结合共享模式特点,在隐私计算理论基础上将感知收益分为利己收益与利他收益,将信任明确界定为平台信任等,提出共享时代隐私披露意愿的构念模型,并进行实证调查与分析。数据分析表明:利己收益、利他收益、隐私关注、用户对共享经济平台信任均影响隐私披露意愿;更重要的是,用户的感知收益不再局限于个人利益,也会涉及利他性的收益,并且感知利他收益对用户隐私的披露行为有显著正影响;对平台的信任显著正向影响隐私披露意愿,对其他网友的信任在共享经济环境中明显弱化。

In the sharing context, providing personal data is an important prerequisite for users to have access to service. However, the motivation and the mechanism of the user's privacy disclosure are different from the common online environment because of the change of privacy boundary and interactive relationship. In order to explore the behavior mechanism of users' privacy calculus in the sharing context, this study carries out a questionnaire survey with the sample of share economy's users based on theory of privacy calculus. The data analysis shows that self benefit, altruistic benefit, privacy concern, and users' trust in platform all affect the privacy disclosure intention;Users' perceived benefits are no longer confined to personal interests, but also involve altruistic benefits, which have a positive effect on privacy disclosure intention;Trust on other users can not affect disclosure intention significantly, but trust on platform affect disclosure intention positively.