摘要
隐私反馈作为一种隐私保护技术,在保护用户隐私、帮助移动服务商获取用户更多的真实个人信息中发挥着至关重要的作用,而这种技术应该具备哪些技术特征,更是移动服务商亟需考虑的问题。本研究基于信号传递理论及已有文献,聚焦隐私反馈应具备的技术特征,从隐私反馈的内容与形式双重视角,构建了隐私反馈的技术特征及其交互作用对移动商务用户隐私保护行为的影响机理模型,并通过基于插图的情景实验方法收集了381份有效数据,进行了实证分析。研究结果表明:隐私反馈的内容(信息质量)与形式(简洁性、可视性)均对用户隐私担忧产生显著影响,且信息质量与可视性对隐私担忧的影响存在显著的负向交互作用。进一步地,隐私担忧还通过用户深层次心理状态"心理舒适感"对用户隐私保护行为产生显著影响。研究结论有助于移动服务商更好地理解用户的隐私保护行为,并为其设计有效的隐私反馈,从而获取更多的用户个人信息,进而推动移动商务健康有序发展提供一些理论指导。
In recent years, with the rapid development of Internet, personal information suffers serious threat, leading to users′ concerns about their personal information privacy. When using mobile commerce services, users are reluctant to provide true personal information. In order to obtain services, they even provide false information to service providers. This is not desirable outcomes service providers want. To address this issue, it is necessary for service providers to better understand users′ information provision related privacy protection behaviors, and to take effective privacy protective measures, encouraging users to disclose more true personal information. Privacy feedback as a privacy protection technology plays an important role in protecting users′ information privacy and helping mobile service providers to obtain more users′ true personal information. But it arises some research questions needed to be considered by mobile service providers: What technical features this technology should have? How these technical features influence mobile commerce users′ privacy protection behaviors?To answer these questions, based on signaling theory and existing literatures, focusing on privacy feedback technical features, this study builds an influence mechanism model of privacy feedback technical features′ impacts on mobile commerce users′ privacy protection behaviors from the dual perspectives of content and form. Specifically, we map the features of information content and form from the signaling theory to content and form of privacy feedback, and use information quantity to measure privacy feedback content, use brevity and visibility to measure privacy feedback content, which are independent variables. We mainly study two privacy protection behaviors, they are truthful personal information disclosure and false personal information disclosure, which are dependent variables. Privacy concerns and psychological comfort are mediate variables. We collected data through Experimental Vignette Methodology(EVM). The experimental scenarios simulated that subjects used an upcoming mobile shopping app with embedded privacy feedback, they not only could carry out basic online shopping activities, but also could selectively use some personalized services, and the app would provide subjects with privacy feedback in manipulated forms during their usage. This study designed 2(high information quality/low information quality) * 2(brevity/not brevity) * 2(high level of visibility/low level of visibility) full factorial design. We adopted snowball method to recruit participants by sending experiment links and invitation text. Each subject was randomly assigned to two or four experiment scenarios. We collected 381 valid data, the sample contained college students, corporate employees, teachers, government staff and so on, and the geographical scope covered provinces of Hubei, Shanghai, Beijing, Jiangsu, Guangdong etc. We used SmartPLS to conduct empirical analysis. The results show that both of the content(information quality) and the form(brevity, visibility) of privacy feedback have significant impacts on mobile users′ privacy concerns. In particular, information quality and brevity have significant negative impacts on privacy concerns, and visibility has a significant positive impact on privacy concerns. Information quality and visibility have a significant negative interaction effect on users′ privacy concerns. Furthermore, mobile users′ privacy concerns have a significant influence on their privacy protection behaviors through users′ inner psychological state "psychological comfort". Specifically, privacy concerns negatively influence psychological comfort, psychological comfort positively affects truthful personal information disclosure, while it negatively affects false personal information disclosure. The research conclusions not only enrich privacy protection technology and behavior research, but also provide a better understanding of mobile users′ privacy protection behaviors for mobile service providers, and give certain theoretical and practical guidance to service providers to design the effective privacy protection technique—privacy feedback, gaining more real personal information, and in turn, make mobile commerce develop more healthily and orderly.
作者
刘百灵
夏惠敏
Liu Bailing;Xia Huimin(School of Information Management,Central China Normal University,Wuhan 430079,Hubei,China)
出处
《科研管理》
CSSCI
CSCD
北大核心
2020年第11期182-192,共11页
Science Research Management
基金
国家社会科学基金资助项目(20BGL283,2020.06—2022.12)。
关键词
隐私反馈
技术特征
隐私保护行为
信号传递理论
privacy feedback
technical features
privacy protection behaviors
signaling theory
作者简介
通信作者:刘百灵(1983—),女,湖北武汉人,华中师范大学信息管理学院副教授,研究方向:信息系统、信息安全与隐私保护;夏惠敏(1992—),女,湖北黄冈人,华中师范大学信息管理学院硕士研究生,研究方向:管理信息系统。
