在线隐私政策对消费者提供个人信息意愿的影响机制研究——信息敏感度的调节作用

›› 2018, Vol. 30 ›› Issue (11): 97-107,151.

在线隐私政策对消费者提供个人信息意愿的影响机制研究——信息敏感度的调节作用

梁晓丹, 李颖灏, 刘芳

浙江工商大学工商管理学院, 杭州 310018

收稿日期:2016-07-19 出版日期:2018-11-28 发布日期:2018-11-22
通讯作者: 李颖灏,浙江工商大学工商管理学院副教授,硕士生导师,博士
作者简介:梁晓丹,浙江工商大学工商管理学院硕士研究生;刘芳,浙江工商大学工商管理学院硕士研究生。
基金资助:
国家社会科学基金项目（14BGL151）；教育部人文社会科学重点研究基地重大课题（16JJD790055）；教育部人文社会科学研究青年项目（13YJC630253）。

The Influence Mechanism of Privacy Policies on Consumers' Willingness to Provide Information: Based on Moderating Effects of Information Sensitivity

Liang Xiaodan, Li Yinghao, Liu Fang

School of Business Administration, Zhejiang Gongshang University, Hangzhou 310018

Received:2016-07-19 Online:2018-11-28 Published:2018-11-22

摘要/Abstract

摘要：

基于信号传递理论和沟通隐私管理理论，通过三个2×2的实验设计，分析了在线隐私政策对消费者提供个人信息意愿的具体影响机制，并考察了信息敏感度的调节效应。结果表明：在线隐私政策的告知明确性、权限水平及保护程度对消费者的信息控制感知和隐私风险感知有显著影响；信息敏感度正向调节隐私政策的权限水平、保护程度与感知信息控制之间的关系，负向调节隐私政策的权限水平、保护程度与感知隐私风险之间的关系；感知信息控制和感知隐私风险对消费者提供个人信息意愿有显著影响。

关键词: 在线隐私政策, 感知信息控制, 感知隐私风险, 信息敏感度

Abstract:

Based on the signaling theory and CPM theory, this paper examines how the contents of online privacy policies influence the consumers' willingness to provide personal information and the moderating effects of information sensitivity through three between-subjects experimental designs. The results demonstrate that the notification clarity, permissiveness and protection degrees offered by privacy policies have significant impacts on consumers' perceived information control and perceived privacy risk. Information sensitivity moderates the correlations between permissiveness, protection degrees offered by a privacy policy and consumers' perceptions. The results also reveal that perceived information control has a significant positive influence on the willingness to provide personal information, and the willingness is also influenced by perceived privacy risk negatively.

Key words: online privacy policy, perceived information control, perceived privacy risk, information sensitivity

梁晓丹, 李颖灏, 刘芳. 在线隐私政策对消费者提供个人信息意愿的影响机制研究——信息敏感度的调节作用[J]. , 2018, 30(11): 97-107,151.

Liang Xiaodan, Li Yinghao, Liu Fang. The Influence Mechanism of Privacy Policies on Consumers' Willingness to Provide Information: Based on Moderating Effects of Information Sensitivity[J]. , 2018, 30(11): 97-107,151.

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