自我效能感的“代价”:智能媒体用户隐私保护行为悖论研究

The Costs of Self Efficacy:A Study of Privacy Protective Behavior Paradox on Smart Media Platforms

[目的/意义]研究旨在探讨智能媒体情境下隐私悖论的发生机制及个体间的隐私保护行为差异,为推进平台隐私管理提供理论参考。[方法/过程]基于保护动机理论,引入隐私保护倦怠及自我效能感分别作为中介和调节变量,在全国16个城市发起大型问卷调查(N=4800)。[结果/结论]研究发现,隐私保护倦怠负向中介隐私侵犯经历与隐私保护意愿的正相关关系;自我效能感正向调节(削弱)隐私侵犯经历与隐私保护倦怠的倒U型关系、负向调节(削弱)隐私侵犯经历与隐私保护意愿的正相关关系。

[Purpose/Significance]The study aims to investigate the mechanisms of the privacy paradox and the differences in privacy protective behavior among individuals.The findings would offer theoretical references contributing to the advancement of platform privacy management.[Method/Process]Based on the Promotion Motivation Theory(PMT),this study introduced privacy protection fatigue as a mediator and self-efficacy as a moderator,and initiated a large online survey in 16 cities across China(N=4800).[Result/Conclusion]The results reveal that privacy protection fatigue negatively mediates the positive relationship between privacy invasion experience and privacy protection intention.Additionally,self efficacy has a positive moderating effect(weakening effect)on the inverted U-shaped relationship between privacy invasion experience and privacy protection fatigue.Meanwhile,self efficacy also has a negative moderating effect(weakening effect)on the positive relationship between privacy invasion experience and privacy protection intention.