基于内容分析的B2C网络商家隐私政策研究  

Research on B2C Online Merchants’ Privacy Policy Based on Content Analysis

作　　者：赵静[1] 袁勤俭[2] 陈建辉[1] Zhao Jing;Yuan Qinjian;Chen Jianhui(Zhengzhou University of Aeronautics,Zhengzhou 450015,China;School of Information Management,Nanjing University,Nanjing 210023,China)

机构地区：[1]郑州航空工业管理学院,河南郑州450015 [2]南京大学信息管理学院,江苏南京210023

出　　处：《现代情报》2020年第4期101-110,共10页Journal of Modern Information

基　　金：教育部人文社会科学研究项目“电子商务中的隐私冲突及其协调机制研究”(项目编号:15YJCZH234);郑州航空工业管理学院青年骨干教师项目“隐私标识系统对网络消费者购买行为的影响”

摘　　要：[目的/意义]分析B2C网络商家隐私政策的现状及不同类别网络商家隐私政策的差异,得出实践启示。[方法/过程]利用内容分析法,从外部特征和内容特征两方面对5类30个B2C网站的隐私政策进行研究。[结果/结论]所有网络商家都有隐私政策,但隐私政策的可见性、可读性、包含内容的全面性等还存在问题;各类网站的隐私政策整体差异不大,显著差异主要体现在团购类网站与垂直型电商网站,团购类网站与网银支付类网站之间。[Purpose/Significance]Analyzing the current status of B2C online merchants'privacy policy and the policy differences among the different categories of online merchants,and concluding the practical inspiration.[Method/Process]Using content analysis method,the privacy policies of the selected 30 B2C websites,which were divided into five categories,were studied from two aspects:external features and content features.[Result/Conclusion]All online merchants had privacy policy,but there were still problems in visibility,readability and comprehensiveness of privacy policy.The privacy policies of every category did not differ greatly.The significant differences were between the group purchase websites and the vertical e-commerce websites,the group purchase websites and the online banking payment websites.

关 键 词：隐私政策 B2C 电子商务网站 网络商家 内容特征 外部特征 

分 类 号：G203[文化科学—传播学]