概括授权还是场景授权?——授权模式对消费者信息披露意愿的影响机理研究

Generalized Authorization or Scenario Authorization?——Research on the Influence Mechanism of Authorization Mode on Consumers’Willingness to Disclose Information

在当今的大数据时代,越来越多的企业依据消费者的信息为其设计和提供个性化的产品或服务,但随着消费者的隐私保护意识日趋增强,其对商家索取个人信息的行为呈现出一定的抗拒心理。不少企业开始通过概括授权或是场景授权的选择来强化消费者的信息披露意愿。为此,有必要基于信息边界理论,运用实验研究方法,对授权模式影响消费者信息披露意愿的机理进行研究,探究企业如何在上述两种授权模式中做出选择。研究结果表明:在对高敏感度信息进行授权时,场景授权模式下的消费者信息披露意愿显著高于概括授权模式;在对低敏感度信息进行授权时,概括授权模式下的消费者信息披露意愿明显高于场景授权模式。而且消费者隐私担忧在上述交互作用中扮演着中介作用。这一结论对企业更深入地了解消费者在不同授权模式下的信息披露意愿以及如何采取有效策略合理规范收集消费者的信息具有重要启示。

In the era of big data,more and more enterprises design and provide personalized products or services based on consumers’information.However,consumers’awareness of privacy protection is increasingly enhanced,and they are showing resistance to businesses requesting personal information.Therefore,many enterprises begin to strengthen consumers’willingness to disclose information by choosing between generalized authorization or scenario authorization.In order to explore how enterprises choose between the above two authorization modes,based on the information boundary theory,this paper uses experimental research methods to study the mechanism of authorization modes on consumers’willingness to disclose information.The results show that,when it comes to the authorization of highly sensitive information,the willingness of consumers to disclose information under the scenario authorization mode is significantly higher than that under the generalized authorization mode.When it comes to low-sensitivity information authorization,consumers’willingness to disclose information under the generalized authorization mode is significantly higher than that under the scenario authorization mode.Moreover,consumer privacy concerns play a mediating role in these interactions.This study has important implications for enterprises to have a deeper understanding of consumers’willingness to disclose information under different authorization modes and how to adopt effective strategies to collect consumers’information reasonably.