基于扎根理论的社交媒体用户隐私设置意愿影响因素研究

Research on Influencing Factors of Privacy Setting Intention of Social Media Users Based on Grounded Theory

[目的/意义]探究社交媒体用户隐私设置意愿影响因素,厘清影响因素间的作用关系,为社交媒体运营商的隐私设置功能完善与用户的隐私保护提供借鉴与参考。[方法/过程]基于扎根理论的质性研究方法,采用半结构化访谈方式收集到23份社交媒体用户资料,使用开放式编码、主轴编码与选择性编码对社交媒体用户隐私设置意愿影响因素进行分析,构建社交媒体用户隐私设置意愿作用路径模型。[结果/结论]用户隐私设置意愿影响因素包括:个人特质、用户感知、社交情境、环境因素、信息因素、技术因素6个维度,个人特质、用户感知、社交情境是内驱变量,环境因素、信息因素、技术因素是外驱变量。

[Purpose/Significance]The paper explores the influencing factors of social media users privacy setting intention and clarifies the action relationship among the influencing factors,which can provide reference for the improvement of the privacy setting function of social media operators and the privacy protection of users.[Method/Process]Based on qualitative research method of grounded theory,the paper collected the data of 23 social media users through semi-structured interviews,applies open coding,spindle coding and selective coding to analysis the factors of influencing social media users privacy settings.The action path model of social media users privacy settings intention was put forward.[Results/Conclusion]The influencing factors of users intention to set privacy included six dimensions:personal trait,user perception,social context,environmental factor,information factor,and technical factor.Personal trait,user perception,and social context were the internal drive variables while environmental factor,information factor,and technical factor were the external drive variables.