APP隐私侵犯场景下的用户信任修复机制研究——基于公平理论的多重中介模型

Research on User Trust Repair Mechanism in APP Privacy Violation Scenarios:A Multi-Mediator Model Based on Justice Theory

[目的/意义]APP侵犯用户隐私事件频发使得APP服务商陷入用户信任危机,服务商如何修复受损信任从而重新赢得用户至关重要。研究基于公平理论构建“信任修复策略—感知公平—修复后信任”多重中介模型,探讨APP隐私侵犯场景下的用户信任修复机制。[方法/过程]采用准实验方法进行研究设计,分别针对三类信任修复策略收集问卷数据,并使用bootstrap方法进行中介检验。[结果/结论]结果发现,信息修复通过互动公平、程序公平和分配公平间接影响修复后信任;情感修复通过互动公平和程序公平间接影响修复后信任;功能修复仅通过互动公平间接影响修复后信任;信息修复策略模型和情感修复策略模型中不同公平产生的中介效应差异不显著;违规收集和违规使用两种隐私侵犯类型对修复策略和公平之间关系的调节作用不显著。研究结果扩展了信任修复研究与公平理论的应用范畴,为移动互联网企业在隐私侵犯背景下修复用户信任提供实践对策。

[Purpose/Significance]The frequent violation of user privacy by APPs has plunged APP service providers into a crisis of user trust.Service providers need to repair damaged trust and win back users.Based on the justice theory,this paper builds a“trust repair strategy-perceived justice-repaired trust”multi-mediator model to explore strategies to repair the trust of APP users in privacy violation scenarios.[Method/Process]A quasi-experimental design was used to collect questionnaire data for three types of trust repair strategies,and bootstrap method was used for mediation analysis.[Result/Conclusion]The results show that informational repair indirectly affects repaired trust through interactional justice,procedural justice,and distributive justice,while affective repair indirectly affects repaired trust through interactional justice and procedural justice,and functional repair only through interactional justice.Results also indicate that the distinctions of mediating effects of different justice in the informational repair strategy model and the affective repair strategy model are not obvious.In the end,the two types of privacy violations,including illegal collections and illegal uses,have no significant moderating effects on the relationship between repair strategies and justice.The results expand the application scope of trust repair research and justice theory,and offer mobile Internet enterprises practical strategies for rebuilding user trust in the context of privacy violations.