自我建构视角下个体隐私披露意愿的差异性研究

Research on the Difference of Individual Privacy Disclosure Intention from the Perspective of Self-construal

[目的/意义]通过探究用户个人特质与隐私披露意愿间的关系及其内在作用机制,以期帮助企业了解不同个体的风险偏好和心理需求,为平台的高效运营提供理论指导和参考。[方法/过程]本文基于自我建构理论,探究了不同个体间隐私披露意愿的差异,通过两个实验研究探讨了自我建构对个体隐私披露意愿的影响、权限敏感度对不同自我建构类型个体隐私披露意愿的调节作用及其内在的作用机制。研究一探究了自我建构对隐私披露意愿的影响以及权限敏感度的调节作用,研究二探究了调节定向在这一过程中的中介作用以及有调节的中介效应。[结果/结论]结果表明,在高权限敏感度下,依存型自我建构个体更易激发其防御定向倾向,独立型自我建构个体则易激发促进定向倾向,相较于依存型自我建构个体,独立型自我建构个体具有更高的隐私披露意愿;而在低权限敏感度下,不同自我建构类型的个体均表现出较高的促进定向倾向,不同自我建构类型个体间的隐私披露意愿无显著差异。调节定向在自我建构与隐私披露意愿的关系间发挥中介作用,权限敏感度显著调节自我建构与调节定向以及隐私披露意愿的关系。

[Purpose/Significance]By exploring the relationship between users'personal traits and their willingness to disclose privacy and its internal mechanism,it is expected to help enterprises understand the risk preferences and psychological needs of different individuals,and provide theoretical guidance and reference for the efficient operation of the platform.[Method/Process]Based on the theory of self-construal,this paper explored the differences in individuals'willingness to disclose privacy.Through two experimental studies,the study explored the influence of self-construal on individuals'willingness to disclose privacy,the regulating effect of permission sensitivity on individuals'willingness to disclose privacy of different types of self-construal and its internal mechanism.The first study explored the influence of self-construal on privacy disclosure intention and the moderating effect of permission sensitivity.Study 2 explored the mediating role of regulatory focus in this process and the mediating effect of moderation.[Result/Conclusion]The results showeds that under high permission sensitivity,interdependent self-construal individuals are more likely to stimulate their prevention focus,independent self-construal individuals are more likely to stimulate their promotion focus,and independent self-construal individuals has higher willingness to disclose privacy than interdependent self-construal individuals.However,under low permission sensitivity,individuals with different self-construal types shows a higher propensity to promotion focus,and there is no significant difference in privacy disclosure intention between individuals with different self-construal types.Regulatory focus plays a mediating effect on the relationship between self-construal and privacy disclosure intention,and permission sensitivity significantly moderates the relationship between self-construal,regulatory focus and privacy disclosure intention.