社交媒体隐私侵犯情境下的用户信任修复策略效果研究

A Research on the Effect of User Trust Repair Strategies in the Context of Social Media Privacy Violation

隐私侵犯事件后社交媒体采取的修复策略对于重建用户信任和平台可持续发展意义重大。为了探讨不同修复策略对于用户信任的修复效果及其作用路径,以巴戈齐自我调控框架为基础,构建了社交媒体信任修复策略效果研究模型,并使用网络问卷收集有效样本537份。结果显示,情感沟通型策略和功能优化型策略能够削弱用户的隐私顾虑,最终实现信任修复,信息披露型策略对消解用户隐私顾虑无显著作用,且用户满意度无法缓解其隐私顾虑。对于不同责任归因的用户而言,三种修复策略的效果有所差异。因此,社交媒体应当合理选择信任修复策略,图书馆等官方主体积极开设隐私素养培育课程,以优化互联网隐私环境。

The repair strategies adopted by social media after privacy violations are of great significance to rebuild user trust and the sustainable development of the platform.In order to explore the repair effect and action path of different repair strategies on user trust,based on Bagozzi’s self-regulation framework,this study developed a model of effectiveness of social media trust repair strategy and collected 537 valid samples by using online questionnaire.The results show that emotional communication strategy and function optimization strategy can weaken users’privacy concerns and finally achieve trust repair.Information disclosure strategy has no significant effect on dispelling users’privacy concerns,and users’satisfaction can not alleviate their privacy concerns.For users with different responsibility attribution,the effects of the three repair strategies are different.Accordingly,social media should reasonably choose trust repair strategies,and official subjects such as libraries should actively set up privacy literacy training courses to optimize the Internet privacy environment.