信息生态理论视角下SNS用户隐私保护行为影响因素研究

Research on the Influencing Factors of SNS Users'Privacy Protection Behavior Under the Perspective of Information Ecology Theory

【目的】从信息生态理论视角出发,多维度分析社交网络用户隐私保护行为的影响因素。【方法】构建用户隐私保护行为模型,设计测度题项,利用结构方程测度显著影响因子,解释社交网络信息生态下用户隐私保护意愿的影响机制。【结果】SNS用户的隐私关注正向影响隐私保护行为,感知控制、感知平台质量、感知信任、隐私政策负向影响隐私保护行为,而感知风险的影响不显著。【结论】研究结果可丰富用户隐私保护的实现路径,为社交网络平台制定隐私政策提供依据。

[Purposes]This paper analyzes the factors influencing privacy protection behavior of social network users from the perspective of information ecology theory in a multi-dimensional way.[Methods]By constructing a model of user privacy protection behavior and designing measurement questions,this paper uses structural equations to measure the significant influence factors to explain the influence mechanism of user privacy protection willingness under the information ecology of social networks.[Findings]It was found that SNS users′privacy concerns positively influence privacy-protective behav⁃iors,perceived control,perceived platform quality,perceived trust,and privacy policy negatively influ⁃ence privacy-protective behaviors,while perceived risk has a non-significant effect.[Conclusions]The research results can enrich the realization path of user privacy protection and provide a basis for social network platforms to formulate privacy policies.