隐私顾虑与隐私倦怠的二元互动:数字原住民隐私保护意向实证研究

Empirical Research on the Drivers of Digital Natives’Intention to Protect Privacy:The Moderating Role of Privacy Fatigue

[目的/意义]个人在社交媒体时代正沦为“裸露的人”,探索隐私顾虑与隐私倦怠的影响因素、驱动后果及二者的互动机制,对个体的隐私保护具有积极意义。[方法/过程]研究基于社会认知理论和“认知—态度—行为”模型,整合个人和环境要素,使用结构方程模型(SEM)和模糊集定性比较分析(fsQCA)方法,探讨数字原住民的隐私保护意向形成机制。[结果/结论]SEM结果显示,在线隐私素养和信息敏感度会作用于数字原住民的隐私态度,同伴影响仅能正向驱动隐私顾虑,父母影响无法对隐私态度产生作用,隐私倦怠对引发隐私保护行为路径中扮演了三种角色。fsQCA的结果显示,分别有4种和3种构型会触发数字原住民的高/低隐私保护意向。[局限]研究仅用定量的方法证实了变量之间的关系,未来还需引进定性的方法探索变量之间的联系的深层意义。

[Purpose/significance]The individuals are becoming“naked people”in the era of social media,which reflects that exploring the determinants and consequences of privacy attitude is necessary.[Method/process]Based on social cognitive theory and“cognitive-attitude-behavior”model,this study integrates both of internal factors and external elements and utilizes the Structural Equation Model(SEM)and Fuzzy-Set Qualitative Comparative Analysis(fsQCA)to investigate the mechanism of digital natives’intention to protect privacy.[Result/conclusion]The SEM results reveal that privacy attitude could be affected by privacy literacy and information sensitivity;peer effects only could positively affect privacy concern;parental influence could not exert any impact on privacy attitude;also,the privacy fatigue plays triple roles in the formation from privacy concern to intention to protect privacy.The fsQCA results indicate that four and three configurations lead to the high/low level of intention to protect privacy.[Limitations]Only quantitative method was used in this research,the future studies can apply the qualitative method to explore the deep reasons of such phenomenon.