在线位置服务中用户位置隐私保护行为之影响因素及未来治理启示

Research on Factors Influencing Users'Location Privacy Protection Behavior of Location Based Service and Its Enlightenment for Future Governance

[目的/意义]识别引发在线位置服务的用户位置隐私保护行为的关键因素,为在线位置服务的设计者、运营者和管理者改进服务功能、提升服务质量、加强风险防范等提供借鉴和参考。[方法/过程]通过搭建APCO模型分析框架,沿着“人格特质—价值认知—位置隐私保护”这一研究主线,以当前国内最典型的在线位置服务提供商——携程网为对象展开实证调研。[结果/结论]结果显示,人格特质对用户感知位置服务利得和感知位置隐私利失的认知形成差异;感知位置隐私利失和社会影响会积极影响用户位置隐私保护行为;感知位置服务利得会消极影响用户位置隐私保护行为;而企业隐私保障感知对用户位置隐私保护行为则无显著作用;同时,隐私入侵经历会负向调节感知位置隐私利失和位置隐私保护之间的影响关系,对感知位置服务利得和位置隐私保护之间无调节作用。因此,在未来该领域治理中,在线位置服务提供商可推进差异性化的隐私服务策略,以赋权等方式加强用户隐私保障管理,而政府职能部门等应健全相关隐私监管措施,制止个人隐私数据的不法侵害行为。

[Purpose/Significance]By exploring the key factors triggering users'location privacy protection in location-based service,this research can provide insights for designers,operators,and regulators of location-based service on product design optimization,product service improvement and risk prevention.[Method/Process]By establishing APCO framework model,following the“personality traits-perceived value-location privacy protection”as the main line,the article carried out empirical research on core users of Ctrip,a typical location-based service provider.[Result/Conclusion]The results show that individuals with different personality traits have different cognitions of perceived location service benefit and perceived location privacy risk.Perceived location privacy risk and social influence have positive effect on location privacy protection.Perceived location service benefit has negative effect on location privacy protection.Perceived corporate privacy guarantee has no significant effect on location privacy protection;While privacy experience can weaken the impact of perceived location privacy risk on users'location privacy protection,it has no significant moderating effect on the impact of perceived location service benefit on users'location privacy protections.Hence,in the future,online location service providers can promote differentiated privacy service strategies,and strengthen users'privacy protection management by means of empowerment.Government functional departments should improve relevant privacy supervision measures,and prohibit illegal infringements of personal privacy data.