“躺平”还是“保护”:社交媒体隐私保护行为悖论研究——“U”型关系与数字代际比较

"Lie Flat" or "Protect": Mechanisms of the Paradox of Social Media Privacy Protection Behavior——A Comparison of "U" Curve Relationships and Digital Generations

[研究目的]通过拓展数字代际和隐私保护行为视角回应现有研究关于隐私悖论的争议,为社交媒体的隐私保护提启示。[研究方法]通过回归分析,对1760份全国性样本数据进行U型关系检验及代际的调节作用检验。[研究结论]研究结果表明:社交媒体隐私侵犯经历与隐私保护行为意愿存在一种“U”型关系,隐私悖论仅存在于隐私侵犯经历增长的前半段;隐私保护倦怠中介隐私侵犯经历对隐私保护行为意愿的影响,并可以被用以解释隐私悖论现象;数字原住民群体虽然表现出更高水平的隐私保护倦怠,但更容易摆脱隐私悖论的影响。

[Research purpose] Responding to the controversy of existing research on privacy paradox by expanding the perspective of users’ digital generational and privacy protection behaviors, the current study aims to provide insights into the social media privacy protection. [Research method] A regression analysis was conducted to test the U-shaped curve relationship and the moderating effect of generations on a large national sample of 1760 participants. [Research conclusion] The study showed that: there is a U-shaped curve relationship between the experience of social media privacy invasion and the willingness to protect privacy behavior, and the privacy paradox exists only in the first half of the growth of privacy invasion experience.Privacy protection fatigue mediates the effect of privacy invasion experience on privacy protection intention, and privacy protection fatigue can explain the privacy paradox phenomenon. Digital native groups, while exhibiting higher levels of privacy protection fatigue, are more likely to escape the privacy paradox.