垂直隐私情境中使用目的影响用户隐私披露意愿研究

Research on the Purpose of Usage Affecting Users’Willingness to Privacy Disclose in Vertical Privacy Situations

[目的/意义]一直以来,隐私研究强调情境对个人隐私披露的作用,且大多数集中在水平隐私,对垂直隐私中用户授权第三方访问个人隐私信息的意愿较少探讨,尽管这是在线中常见隐私行为。本研究可完善隐私管理理论,并对垂直隐私情境中隐私政策的制定和完善提供依据。[方法/过程]设计垂直隐私情境框架,分别进行问卷调查和现场实验,测度第三方采集个人隐私信息的目的(商业应用、学术应用、安全应用)对用户同意意愿的影响。[结果/结论]不同使用目的之间的同意意愿差异在问卷调查中不具显著性,但现场实验中具有显著性,所有目的中用户拒绝同意的最主要因素均为个人隐私保护、用户感知控制和采集信任,问卷调查与现场实验之间存在隐私悖论。

[Purpose/Significance]Privacy research has been emphasizing the role of situation on personal privacy disclosure and has mostly focused on horizontal privacy,with less exploration of users’willingness to grant third parties access to personal privacy information in vertical privacy,even though this is a common privacy behavior in online.This research can refine privacy management theory and provide a basis for the development and improvement of privacy policies in vertical privacy situations.[Method/Process]This study designed a vertical privacy situational framework with separate questionnaires and experiments to measure the impact of the purpose of third-party collection of personal privacy information(commercial applications,academic applications,and security applications)on users’willingness to consent.[Result/Conclusion]The results show that the difference in consent intention between different purposes of use is not significant in the questionnaire but significant in the field experiment,and the most important factors for users to refuse consent in all purposes are personal privacy protection,user perceived control and collection trust,and there is a privacy paradox between the questionnaire and the field experiment.