社交网络服务中用户隐私关注驱动要素构成与隐私悖论形成机制  

The Driving Factors Composition of Users’Privacy Concern and the Formation Mechanism of Privacy Paradox in Social Network Services

作　　者：张宇东[1] 张会龙[1] 张初兵[2] 金虹[1] ZHANG Yudong;ZHANG Huilong;ZHANG Chubing;JIN Hong(Jiangxi Normal University,Nanchang,China;Tianjin University of Finance and Economics,Tianjin,China)

机构地区：[1]江西师范大学商学院 [2]天津财经大学商学院

出　　处：《管理学报》2022年第7期1046-1055,共10页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(72002089,72102092);江西省高校人文社会科学研究资助项目(GL20208)。

摘　　要：分析社交网络服务中哪些因素驱动用户关注隐私,从主动和被动层面明确隐私关注下的隐私悖论形成机制。经由扎根探索与大样本实证检验,确证了社交网络服务中隐私边界模糊、隐私踪迹易得、隐私传播冲突共同驱动用户的隐私关注;认知乐观偏差性、风险评估滞后性将负向调节相关要素驱动下用户的隐私关注而增进其自我表露意愿,信息类别控制性、边界规则清晰性、平台关系紧密度、技术信任乐观度将正向调节隐私关注下用户的主动自我表露意愿,平台服务依赖性、制度规范约束性将正向调节隐私关注下用户的被动自我表露意愿,由此导致隐私悖论。Analyzing factors that drive users to pay attention to privacy in social network services,clarifying the formation mechanism of privacy paradox under privacy concern from the active and passive levels.Through grounded exploration and large sample empirical test,it is confirmed that ambiguous privacy boundary,facile privacy trace and conflicting privacy dissemination jointly drive users’privacy concern in social network services.The cognitive optimism bias and lag of risk assessment will negatively regulate users’privacy concern driven by relevant factors,and enhance their willingness to self-disclosure.Control of information category,clarity of boundary rules,closeness of platform relationship,optimistic technology trust will positively regulate users’active self-disclosure intention under privacy concern.While dependence of platform service and restriction of institutional norms will positively regulate users’passive self-disclosure intention under privacy concern.All these will lead to privacy paradox.

关 键 词：社交网络服务 隐私关注 隐私悖论 自我表露 

分 类 号：C93[经济管理—管理学]