社交媒体用户信息隐私悖论产生与应对策略研究

Research on the Generation and Coping Strategies of Users’Information Privacy Paradox in Social Media

[目的/意义]社交媒体频繁的隐私泄露引起了用户的隐私关注,但用户仍会在社交媒体自我表露,表现出“隐私悖论”,其产生原因及应对策略值得学界思考。[方法/过程]基于隐私计算理论、计划行为理论、传播隐私管理理论构建模型,通过问卷收集有效数据436份,利用SPSS和AMOS分析验证理论模型,以此提出应对策略。[结果/结论]社交媒体用户的感知收益负向影响隐私关注,正向影响隐私披露意愿;感知风险正向影响隐私关注,负向影响隐私披露意愿;隐私关注负向影响隐私披露意愿;隐私披露意愿正向影响自我披露行为,在隐私关注负向影响自我披露行为过程中隐私披露意愿起完全中介作用;隐私管理在隐私披露意愿与自我披露行为之间起正向调节作用。

[Purpose/significance]Frequent privacy leaks in social media cause users to privacy concern,but users still reveal themselves in social media,showing the“privacy paradox”,and the causes and coping strategies are worthy of academic thinking.[Method/process]Based on privacy computing theory,planning behavior theory and communication privacy management theory,the paper constructs a model.It collects 436 valid data through questionnaires,analyzes and verifies the theoretical model by SPSS and AMOS,so as to propose coping strategies.[Result/conclusion]The perceived benefits of social media users negatively affects privacy concern and positively affects the willingness to disclosure privacy.Perceived risk positively affects privacy concern and negatively affects the willingness to disclosure privacy.Privacy concern negatively affects the willingness to disclose privacy.The willingness to disclose privacy positively affects self-disclosure behavior,and the willingness to disclose privacy plays a completely intermediating role in the process of privacy concern negatively affecting self-disclosure behaviors.Privacy management plays a positive moderating role between the willingness to disclose privacy and self-disclosure behavior.