社交媒体用户隐私政策阅读意愿实证研究  

An Empirical Study on Privacy Policy Reading Intention of Social Media Users

作　　者：朱侯[1] 张明鑫[1] 路永和[1] Zhu Hou;Zhang Mingxin;Lu Yonghe(School of Information Management,Sun Yat-Sen University,Guangzhou 510006)

机构地区：[1]中山大学资讯管理学院,广州510006

出　　处：《情报学报》2018年第4期362-371,共10页Journal of the China Society for Scientific and Technical Information

基　　金：广东省科技基础条件建设项目"基于内容的科技文献分析服务平台"(2016B030303003);中山大学人文社会科学青年教师桐山基金项目"社会化媒体用户隐私披露行为的社会计算研究"(20000-54500053)

摘　　要：隐私政策是用于告知用户其个人信息是如何被社交媒体平台采集和利用的一组条款,然而在实际过程中,用户较少阅读或几乎不读隐私政策。通过解释这一现象,为隐私政策的制定和完善以及用户个人信息保护提供建议。结合国内外相关文献,引入主观规范、动力、阅读能力、内容完整性和可读性,利用结构方程模型对344份样本进行假设检验;在检验结果的基础之上,进一步对7个使用较为广泛的社交媒体的隐私政策进行内容完整性和可读性的内容分析。主观规范、动力、阅读能力、内容完整性和可读性均对用户的阅读意愿产生正向影响;内容翔实具体、篇幅适中、表述亲切浅显的隐私政策的用户阅读率更高。Privacy policies are sets of terms that inform users of how their personal information is collected and utilized by social media platforms. However, in the actual process, users rarely or never read privacy policies. In explaining this phenomenon, suggestions are made for the formulation and improvement of privacy policies and the protection of users’ personal information. Based on the relevant literature at home and abroad, subjective norms, motivation, reading ability, content integrity, and readability are introduced. The structural equation model is used to test the hypothesis on 344 samples. On the basis of the test results, the content integrity and readability of seven widely used social media privacy policies are analyzed. Subjective norms, motivation, readability, content integrity, and readability all have positive effects on users’ reading intentions. Privacy policies characterized by specific content, transparency, and reasonable length will have higher reading rates.

关 键 词：社交媒体 隐私政策 阅读意愿 阅读行为 

分 类 号：G252[文化科学—图书馆学]