元宇宙情境下用户隐私披露行为研究  

Research on User Privacy Disclosure Behavior in the Context of the Metaverse

作　　者：乐承毅 章朕灏[2] Le Chengyi;Zhang Zhenhao(Ningbo University,Ningbo 315021;East China Jiaotong University,Nanchang 330013)

机构地区：[1]宁波大学商学院,宁波315021 [2]华东交通大学经济管理学院,南昌330013

出　　处：《情报杂志》2025年第4期200-206,F0003,共8页Journal of Intelligence

基　　金：国家自然科学基金项目“开放式创新下企业-用户知识在线互动与知识共创研究”(编号:72161013);浙江省高校重大人文社会科学攻关计划项目“社交媒体平台用户隐私披露行为及治理研究”(编号:2024QN035)研究成果。

摘　　要：[研究目的]针对元宇宙情境,分析并厘清主动型和默许型两种隐私披露行为的影响因素和差异,对元宇宙平台合理收集用户数据,优化个性化服务,保障用户隐私安全有重要意义。[研究方法]基于隐私计算理论和多维发展理论,构建影响因素模型,以希壤平台为例,收集问卷数据,运用结构方程模型进行实证分析。[研究结果/结论]结果发现,用户主动型和默许型隐私披露行为均受到感知收益因素的正向影响和感知风险因素的负向影响,其中收益因素中感知内容呈现正向影响最大,风险因素中隐私具身风险负向影响最小;主动型和默许型披露行为的影响因素差异体现在元宇宙独特的沉浸情境和隐私具身风险上;人工智能个性化特征主要在感知风险因素对两种行为的影响关系中起负向调节作用。研究剖析了元宇宙独特情境下用户的两种隐私披露行为,丰富了隐私计算理论在该情境下的运用,也为元宇宙平台的隐私保护实践提供启示。[Research purpose]In the context of metaverse,analyzing and clarifying the influencing factors and differences between proactive and acquiescent privacy disclosure behaviors holds significant importance for the metaverse platform to reasonably collect user data,optimize personalized services,and safeguard user privacy security.[Research method]Based on privacy calculus theory and multidimensional developmental theory,an influencing factor model is constructed.Taking the Xirang platform as an example,questionnaire data are collected and subsequently analyzed empirically through structural equation modeling.[Research result/conclusion]The results indicate that both proactive and acquiescent privacy disclosure behaviors are positively influenced by perceived benefits and negatively influenced by perceived risks.Among the benefit factors,perceived content presentation exerts the most significant positive impact,whereas among the risk factors,privacy embodied risk incurs the least negative influence.The disparities in the influencing factors between proactive and acquiescent disclosure behaviors are primarily attributed to the unique immersive context of the metaverse and the privacy embodied risk it poses.Personalized characteristics of artificial intelligence mainly play a negative moderating role in the relationship between perceived risk factors and these two behaviors.This paper explores two types of user privacy disclosure behaviors in the unique context of metaverse,enriching the application of privacy calculus theory in this context and providing insights for privacy protection practices on metaverse platforms.

关 键 词：元宇宙 用户隐私 隐私披露行为 隐私计算理论 多维发展理论 

分 类 号：G252[文化科学—图书馆学]