社交媒体隐私政策的阅读意愿研究——基于TAM模型与自我效能理论视角  

Research on Reading Willingness of Privacy Policy in Social Media Context——Based on the Perspective of TAM Model and Self-efficacy Theory

作　　者：朱光 李凤景 沈雨萌 卞淑莹 Zhu Guang;Li Fengjing;Shen Yumeng;Bian Shuying(School of Management Science and Engineering,Nanjing University of Information Science andTechnology,Nanjing 210044,China)

机构地区：[1]南京信息工程大学管理工程学院,江苏南京210044

出　　处：《现代情报》2022年第1期150-166,共17页Journal of Modern Information

基　　金：国家社会科学基金项目“泛在智慧环境下多源主体隐私感知及协同保护机制研究”(项目编号:19CTQ019);国家级大学生创新训练项目“大数据环境下公众参与突发公共卫生事件的网络众包模式研究”(项目编号:202010300015Z)。

摘　　要：[目的/意义]探寻社交媒体隐私政策阅读意愿的影响因素,为社交媒体隐私政策的制定与完善提供依据,为用户个人信息的使用与管控提供参考。[方法/过程]基于技术接受模型(Technology Acceptance Model,TAM)和自我效能理论(Self-efficacy Theory),从用户主观感知和隐私政策的内容特征两个维度构建隐私政策阅读意愿的研究模型,分析主观规范、信息质量、信息过载、自我效能、感知易用性、感知有用性、经验等因素对阅读意愿的影响机理。收集有效问卷312份,运用结构方程模型进行实证研究。[结果/结论]研究结果表明,自我效能、主观规范、信息质量正向影响隐私政策阅读意愿,但信息过载对阅读意愿没有显著影响;感知易用性正向影响阅读意愿,并在信息过载与阅读意愿的关系以及自我效能与阅读意愿的关系中起中介作用;感知有用性正向影响阅读意愿,并在主观规范与阅读意愿的关系、信息质量与阅读意愿的关系以及感知易用性与阅读意愿的关系中起中介作用;经验在信息质量与感知有用性的正向关系中起负向调节作用,并在以感知有用性为中介变量的信息质量与阅读意愿的关系中起负向调节作用。[Purpose/Significance]This paper investigates the reading willingness of privacy policy in social media context,providing suggestions for the improvement of privacy policy definition and the use of personal information.[Method/Process]Based on the Technology Acceptance Model(TAM)and Self-efficacy Theory,this paper proposed an integrate model from the perspective of personal perception and content characteristic of privacy policy,to investigate the effect of subjective norms,information quality,information overload,self-efficacy,perceived ease of use,perceived usefulness,and experience on the reading willingness of privacy policy in social media context.To conduct an empirical analysis,312 valid responses were obtained and the Structural Equation Model(SEM)was used for the statistical analysis.[Result/Conclusion]The research results showed that self-efficacy,subjective norms,and information quality positively affected privacy policy reading willingness,but information overload had no significant effect on reading willingness;perceived ease of use positively affects reading willingness,and played a mediating role in the relationship between information overload and reading willingness,and the relationship between self-efficacy and reading willingness;perceived usefulness positively affected reading willingness,and played a mediating role in the relationship between subjective norms and reading willingness,the relationship between information quality and reading willingness,and the relationship between perceived ease of use and reading willingness;experience played a negative regulatory role in the positive relationship between information quality and perceived usefulness,and it played a negative regulatory role in the relationship between information quality and reading willingness with perceived usefulness as a mediating variable.

关 键 词：社交媒体 隐私政策 阅读意愿 技术接受模型 自我效能理论 

分 类 号：G203[文化科学—传播学]