情感与情境对用户防御性隐私保护行为意愿的影响研究

Emotion and Context’s Impact on Users’Engagement in Defensive Privacy Protection Behaviors

【目的】探究威胁评估对用户防御性隐私保护行为意愿的影响机理,有助于企业制定合理的隐私管理决策,进而营造健康的企业数字生态。【方法】基于保护动机理论并聚焦威胁评估,创新性地引入“信息隐私焦虑”作为情感中介变量,将情境的信息敏感度作为调节变量,构建威胁评估对用户防御性隐私保护行为意愿的影响机理模型。运用SEM-PLS对收集的金融情境183份和电子商务情境200份数据进行实证分析。【结果】信息隐私焦虑是影响用户产生防御性隐私保护行为意愿的关键情感因素,信息隐私焦虑在感知威胁和防御性隐私保护行为意愿之间起部分中介作用;情境的信息敏感度正向调节信息隐私焦虑与防御性隐私保护行为意愿的关系;情境的信息敏感度仅对感知脆弱性与感知威胁的关系具有调节作用,而对感知严重性与感知威胁的关系没有调节作用。【局限】第一,探究的是行为意愿而非实际行为;第二,在信息敏感度对比方面,仅选取具有代表性的金融和电子商务两种情境。【结论】本研究补充和发展了保护动机理论,对企业采取合适的管理措施以减少用户防御性隐私保护行为提供理论指导。

[Objective]This study explores the mechanism of threat assessment on users’willingness to engage in defensive privacy protection behaviors.It helps companies make reasonable privacy management decisions and foster a healthy corporate digital ecosystem.[Methods]Based on the protection motivation theory and focusing on threat assessment,we introduced“information privacy anxiety”as an emotional mediating variable.Then,we used the information sensitivity of the context as a moderating variable to construct a model for the impact mechanism of threat assessment on users’defensive intentions.We used the SEM-PLS to empirically analyze 183 financial and 200 e-commerce context datasets.[Results]Information privacy anxiety is a critical emotional factor influencing users’willingness to defensive privacy protection behaviors.It plays a partial mediating role between perceived threats and defensive intentions.The information sensitivity of the context positively moderates the relationship between information privacy anxiety and defensive willingness.The information sensitivity of the context only has a moderating effect on the relationship between perceived vulnerability and threat.In contrast,it did not moderate the relationship between perceived severity and threat.[Limitations]This study explores willingness rather than actual behaviors.Regarding information sensitivity comparison,we only chose representative finance and e-commerce contexts.[Conclusions]This study advances the protection motivation theory,providing theoretical guidance for business to adopt appropriate management measures to reduce users’defensive privacy protection behaviors.