在线健康社区中用户隐私悖论行为影响因素研究

Research on influencing factors of users'privacy paradox behavior in online health community

基于隐私计算理论和从众效应理论构建了在线健康社区隐私计算-从众效应隐私悖论模型,探究感知风险、感知收益、用户群体认同感和用户愉悦感等因素对用户隐私悖论行为的影响。研究表明,对平台的信任程度、社交性感知收益、用户群体认同感及用户愉悦感对隐私悖论行为的产生具有促进作用;隐私保护意识、实用性感知收益对于隐私悖论行为的产生没有显著影响。为此,用户应增强隐私保护意识,防范无意识泄露隐私行为;平台应采取措施强化用户隐私保护,提高用户社交性收益和信任度;管理部门应制定并完善隐私保护规章制度,强化宣传教育,从而促进在线健康社区良性发展。

Based on privacy computing theory and conformity effect theory,this paper aims to construct the privacy computing-conformity effect privacy paradox model of online healthy community,and explores the influence of the factors of perceived risk,perceived benefit,user group identity and user pleasure on users'privacy paradox behavior.The research shows that the level of trust in the platform,social perception benefits,user group identity and user pleasure can promote the generation of privacy paradox behavior;while the awareness of privacy protection and the practical perception benefits have no significant effect on the generation of privacy paradox behavior.Users should enhance their awareness of privacy protection and prevent unintentional privacy disclosure.The platform should take measures to strengthen the protection of users'privacy and improve users'social benefits and user trust.Management agencies should formulate and improve privacy protection rules and policies,and strengthen publicity and education,so as to promote the further development of online healthy communities.