基于“态度-意愿-行为”框架的个体隐私保护行为影响机制研究

Research on the Influence Mechanism of Individual Privacy Protection Behavior Based on the“Attitude Willingness Behavior”Framework

[目的/意义]旨在为在个体隐私保护实践中存在“高隐私关注-低保护行为”现象的解决提供参考。[方法/过程]厘清隐私保护行为的内涵,从“态度-意愿-行为”三个层面综合考虑其形成的原因,重点分析促进个体隐私保护行为的隐私关注前因驱动作用和隐私保护意愿的中介作用。[结果/结论]通过调查数据的实证研究发现,感知风险和感知收益是隐私关注的重要前因变量,个体对隐私保护的态度是建立在对风险和收益的认知下,通过转换为隐私关注才能促进隐私保护意愿和隐私保护行为的产生。以上作用关系印证了个体对隐私保护的态度、意愿和行为的关键联系。隐私保护意愿中介效应的发现扩展了对隐私保护行为的认识,回应了隐私悖论出现的原因。

[Purpose/significance]The paper is to provide reference for solving the problem of“high privacy concern low protection behavior”in the practice of individual privacy protection.[Method/process]The paper clarifies the connotation of privacy protection comprehensively considers the reasons for its formation from the three levels of“attitude willingness behavior”and focuses on the analysis of the antecedent driving role of privacy concern and the intermediary role of privacy protection willingness in promoting individual privacy protection behavior.[Result/conclusion]Through the empirical study of survey data it is found that perceived risk and perceived income are important antecedents of privacy concern.Individual attitudes towards privacy protection are based on the cognition of risk and income.Only by switching to privacy concern can promote the generation of privacy protection willingness and privacy protection behavior.The above functional relationships confirm the key relationship between the individual’s attitude willingness and behavior towards privacy protection.The discovery of the intermediary effect of privacy protection intention expands the understanding of privacy protection behavior and responds to the causes of the privacy paradox.