隐私视角下乘客对无人驾驶出租车服务的信任研究  

Passenger trust in driverless taxi services from the perspective of privacy

作　　者：熊波波 程玉桂[1] XIONG Bobo;CHENG Yugui(School of Economics and Management,Nanchang Hangkong University,Nanchang 330063,China)

机构地区：[1]南昌航空大学,经济管理学院,南昌330063

出　　处：《交通运输工程与信息学报》2024年第1期39-53,共15页Journal of Transportation Engineering and Information

基　　金：江西省文化艺术科学规划重点项目(YG202002I);国家社科基金一般项目(18BJL066)。

摘　　要：乘客信任是无人驾驶出租车服务推广和广泛应用的关键之一。以数据驱动的无人驾驶出租车服务在给乘客提供价值的同时,其隐私安全问题将引起乘客的担忧,从而引发乘客的信任危机。为揭示隐私视角下影响乘客对无人驾驶出租车服务信任的因素和作用效应,本文从乘客的心理感知方面出发,结合隐私计算理论和信任理论,通过扎根理论分析方法构建出影响因素理论模型,并运用结构方程模型进行实证分析。研究表明:(1)影响因素中感知隐私风险除了个人信息隐私风险,还存在监控隐私风险新因素;感知隐私收益除了传统个性化服务,还存在功利性利益、利他利益2个新因素。(2)各因素对不同维度的信任存在显著影响,并且影响路径有所差异,其中,个人信息隐私风险、监控隐私风险对能力信任、善意信任、正直信任存在显著负向影响;功利性利益、利他利益仅对能力信任、正直信任存在显著正向影响,对善意信任存在不显著影响;而个性化服务只对正直信任产生显著正向影响。研究结果可以为提高乘客对无人出租车服务信任提供一定的理论依据,同时对企业推广普及无人驾驶出租车服务具有重要的理论指导意义。Passenger trust is one of the major influences for the promotion and wide application of driverless taxi services.However,while the data-driven driverless taxi service provides value to passengers,its privacy security issues will lead to concerns among passengers,which will in turn lead to a confidence crisis among passengers.To reveal the factors and effects that influence passengers’trust in driverless taxi services from the perspective of privacy,this study starts from the psychological perception of passengers,combines privacy computing and trust theories,constructs a theoretical model of influencing factors through grounded theory analysis method,and uses a structural equation model for empirical analysis.The study reveals that:(1)In addition to personal information privacy risk,there are also new factors to monitor privacy risk among the influencing factors,and in addition to traditional personalized services,there are two new factors of utilitarian and altruistic interests in perceived privacy benefits.(2)Each factor has a significant impact on the trust of different dimensions,and the influence path is different.Among them,personal information privacy and monitoring privacy risks have a significant negative impact on ability,goodwill,and integrity trust;utilitarian interests and altruistic interests only have a significant positive impact on ability trust and integrity trust,but have no significant impact on goodwill trust;and personalized service only has a significant positive impact on integrity trust.The study results can provide a theoretical basis for improving passengers’trust in driverless taxi services,and have important theoretical guiding significance for enterprises to promote the popularization of driverless taxi services.

关 键 词：智能交通 信任 扎根理论 无人驾驶出租车服务 隐私视角 

分 类 号：U491[交通运输工程—交通运输规划与管理] F570[交通运输工程—道路与铁道工程]