事与“愿”违:默认选择对用户隐私披露意愿的反默认效应  

Things that go against one′s will:The anti-default effect of default choices on users′intention to disclose privacy

作　　者：朱国玮[1] 罗映宇 陆金凤 高文丽 ZHU Guowei;LUO Yingyu;LU Jinfeng;GAO Wenli(Business School of Hunan University,Changsha 410000,China;School of Business,Qingdao University,Qingdao 266000,China)

机构地区：[1]湖南大学工商管理学院,湖南长沙410000 [2]青岛大学商学院,山东青岛266000

出　　处：《管理工程学报》2025年第3期104-118,共15页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(71871089)。

摘　　要：过去的研究普遍认为默认选择能够引导消费者做出符合企业预期的选择。本文通过5项实验发现:有默认选择的授权选项呈现方式(相比于无默认选择)反而会导致更低的隐私披露意愿,即存在反默认效应。研究基于说服知识理论提出解释机制:用户会通过自身说服知识推测平台的默认行为具有商业性目的,由此产生被操纵感,进而对平台的默认选择行为产生心理抗拒。进一步地,研究发现认知负荷调节了授权选项呈现方式对隐私披露意愿的影响。具体而言,当用户处于低认知负荷时,隐私授权的反默认效应依旧存在;当用户处于高认知负荷时,这一效应被削弱。研究揭示了隐私授权中的反默认效应及其内在机理,丰富了隐私披露和反默认效应相关的文献;同时为平台合理、有效地获取用户隐私信息提供了建议。In the digital economy,the privacy of users′data is becoming an essential element of business success.For example,Amazon,Spotify,Tencent,and other enterprises adopt artificial intelligence technology to combine user privacy data with business practices′upstream and downstream context to control consumers′choices.However,under the double pressure of privacy public events and laws,it is becoming increasingly difficult for companies to collect private information from users.To obtain user information,enterprises commonly set up an information authorization interface when users enter the platform.In particular,many platforms adopt a privacy choice option mode.That is,when providing sets of options to users,they intentionally set authorization options such as“allow”and“agree”as their defaults to guide users to disclose their privacy disclosure intentions.This study focuses on the impact of the presentation of authorization options on users′willingness to disclose privacy.Based on the theory of persuasion knowledge,the authors explore how and why the privacy choice options(default choice:with vs.none)affect users′intention to disclose privacy.Through 5 experiments,the results showed that compared with the display mode without default choice options,the display mode with default choice options led to lower privacy disclosure intention because users feel that the default behaviour of the platform has a commercial purpose through their persuasion knowledge and thus have the feeling of being manipulated and then have psychological resistance to the default choice behaviour of the platform.The study calls this the anti-default effect of privacy choice.Furthermore,the researchers found that cognitive load moderated the impact of the presentation of choice options on privacy disclosure intentions.Specifically,when users are under low cognitive load,the anti-default effect of privacy choice still exists.This effect is weakened when the user is under a high cognitive load.This paper has three theoretical contr

关 键 词：隐私披露 默认选项 感知被操纵 心理抗拒 认知负荷 

分 类 号：F273[经济管理—企业管理]