授权时间和信息框架的匹配效应对隐私披露意愿的影响

Impact of the Matching Effect Between Permission Time and Message Framing on Privacy Disclosure Willingness

随着大数据时代的到来,消费者的个人信息对于企业来说越来越重要,而消费者的隐私保护意识也日趋增强。对商家索取隐私信息的行为消费者有较强的抗拒心理,但同时消费者也有提供隐私信息以获得个性化服务的需求,这就使得消费者的隐私偏好和隐私披露意愿具有情境性,是动态变化的。鉴于此,本文考察了隐私授权时间与商家沟通方式所营造的不同情境对消费者隐私偏好的影响。文章通过实验发现,在“提前授权”(即在提供服务的一开始要求消费者进行隐私授权)情况下,消费者会感受到高度的不确定性,此时采用强调“拒绝授权的损失”的信息框架能够提高消费者的隐私披露意愿;而在“及时授权”(即在提供服务过程中需要获取隐私信息时要求消费者进行授权)情况下,消费者会感受到高强迫性,此时采用强调“授权的收益”的信息框架能够提高隐私披露意愿。本文的研究对于企业更深入地了解消费者的隐私偏好和心理需求,从而采取一定的策略缓解隐私矛盾、合理规范信息收集方式具有一定的启示意义。

With the advent of the era of big data,consumers’personal information is becoming more and more important to enterprises,which is the key to improve competitive advantages.However,consumers’awareness of privacy protection is also increasing.Consumers have a strong resistance to businesses’requests for private information,but they also need to provide private information to obtain personalized services.This makes consumers’privacy preference and privacy disclosure willingness contextual and dynamic.And time is an important factor in the privacy context,which will greatly affect the validity of privacy permission requests.Moreover,there is still a wide debate on when enterprises should permit privacy information.Therefore,enterprises are faced with the dilemma of collecting data which is not currently used but may be needed in the future,and this seems to be a difficult choice.Privacy preference and behaviors are malleable and largely influenced by the context.However,consumers are mostly not completely rational,and different contexts will activate the cognitive adjustment of different types of information,thus affecting subsequent consumption decisions.Since privacy decisions involve higher risks,individual decision-making,especially risk preference,often changes due to the way information is expressed,so there is a framing effect.Whether different message framing can meet the different psychological needs of consumers under different permission times,and how the interaction of the two affects consumers’risk preference are the focus of this paper.Because of this,this paper examines the impact of privacy permission time and communication methods on consumers’privacy preference through two experiments.The study finds that in the case of“permission in advance”(that is,consumers are required to permit at the beginning of the service),consumers will feel a high degree of uncertainty.At this time,the adoption of message framing that emphasizes“loss of permission”can reduce perceived uncertainty and enhance consumers’willingness to disclose privacy.In the case of“timely authorization”(that is,consumers are required to permit in the course of providing the service),consumers will feel a high sense of compulsion.Adopting the message framing that emphasizes“permitted benefits”can reduce consumers’forced exposure and thus increase their willingness to disclose.The research of this paper has a certain enlightenment significance for enterprises to understand consumers’privacy preference and psychological needs in-depth,to adopt certain strategies to alleviate privacy contradictions,regulate the way of information collection,and improve the personalized service experience.