网络情境下消费者个人信息表露的影响机制研究——基于隐私疲劳的理论视角  

作　　者：姜凌[1] 王志华 杨国亮[2] 

机构地区：[1]澳门科技大学商学院,澳门氹仔999078 [2]广州航海学院经济贸易学院,广东广州510725

出　　处：《企业经济》2020年第9期80-87,共8页Enterprise Economy

基　　金：广东省教育科研“十三五”规划课题“基于目标设置理论的海员大学生心理资本开发式研究”(项目编号:2018GXJK136);广东省教育科研“十三五”规划课题“海事院校大学生心理资本开发模式研究”(项目编号:2017GXJK135)。

摘　　要：本文基于隐私疲劳的理论视角,区别于以往以理性经济人假设为主的隐私计算理论,采用成熟量表对323位网络用户进行问卷调查,从消费者内部心理动机剖析网络情境下消费者的风险感知与表露意愿之间的隐私悖论现象之成因及影响因素。实证结果表明:消费者感知的隐私风险对两种在线隐私行为(推脱行为和表露意愿)都有直接的负向影响,但在隐私疲劳和感知信任的中介作用下,存在正向的间接效应。这一结论为隐私悖论现象提供了新的理论解释。最后,本文建议在线企业应该意识到隐私疲劳和感知信任对未来服务的潜在影响,同时也应该加强政府管理部门在网络安全方面的监管责任。Based on the theory of privacy fatigue,different from the previous privacy calculus theory which is mainly based on the assumption of rational economic man,323 Internet users are surveyed by using the mature scale.The causes and influencing factors of the privacy paradox between consumers'perceived privacy risk and their intention to disclose are analyzed from the perspective of consumers'internal psychological motivation.The empirical results show that consumers'perceived privacy risk has a direct negative impact on both online privacy behaviors(disengagement and intention to disclose),but under the intermediary effect of privacy fatigue and perceived trust,there is a positive indirect effect,which provides a new theoretical explanation for privacy paradox.It is suggested that online enterprises should be aware of the potential impact of privacy fatigue and perceived trust on future services,and at the same time,strengthen the regulatory responsibility of government departments in terms of network security.

关 键 词：隐私悖论 隐私疲劳 推脱行为 自我表露 

分 类 号：F724.6[经济管理—产业经济] F274