网络平台和收益的类型对信息隐私决策的影响

The Effects of the Types of Online Platforms and Benefits on Decision-Making of Informational Privacy

信息隐私的决策需在收益与代价间做出权衡。对大学生开展了两个子研究,设计了不同情境让其评估信息授权意愿。结果发现:(1)个人信息的授权意愿与其隐私程度评价有负相关;(2)网络平台和个人信息的类型均会影响授权意愿且二者有交互作用,偏好和行为信息的授权意愿超过通信录,社交平台授权意愿超过搜索与视频平台;(3)收益和个人信息的类型也影响授权意愿且二者有交互作用,为获得安全保障的授权意愿超过个性化服务与经济收益条件。

Decision-making on informational privacy needs to be conducted with the trade-off between benefits and costs.The present study aimed to examine whether Internet users’willingness to provide particular personal information would vary with online platforms or benefits being offered.Two studies were conducted in samples of college students.Results showed that participants’willingness to provide various kinds of personal information were negatively correlated with their perceived sensitiveness.Furthermore,both the types of platform and the types of personal information had a significant main effect on the participants’willingness to provide information,and there was also an interaction effect.On average,they were more willing to provide personal preference and behavior than contact list,and more willing to give their consent to social network site than search engine or video platform.Moreover,both types of benefits and types of personal information had a main effect on participants’willingness,and there was an interaction effect,suggesting that they were more willing to provide information for the sake of security and protection than that of personalized service or monetary incentives.