隐私关注与社交网站用户参与意愿的关系研究

发布时间：2018-05-06 17:16

本文选题：社交网站 + 隐私关注　；参考：《北京邮电大学》2013年硕士论文

【摘要】：社交网站的出现对于整个互联网行业而言具有划时代的意义,它将真实引入了虚拟的网络世界,深刻的改变了人与人之间互动的方式,极大的提升了信息传播的速度和广度。然而,真实是社交网站的魅力和商业价值所在,但同时也给用户带来了日益严重的隐私安全风险。一方面,社交网站提供的个性化功能使用户的信息过分暴露；另一方面,越来越多的企业通过社交网站收集用户信息,牟取商业利益。这些问题都极易引发用户对于隐私安全的担忧,从而挫伤用户参与网站互动的积极性,最终使网站的活跃度降低,商业价值受损。鉴于此,理清隐私关注对用户参与意愿的作用机理成为社交网站长期发展所必须解决的理论问题。但从现有的文献成果来看,这一理论问题尚没有得到系统的研究。本研究采用定性研究和定量研究相结合的方法,对社交网站背景下隐私关注对用户参与意愿的影响关系进行了系统研究,取得了以下研究成果：一是将隐私关注引入了到用户参与意愿的理论框架之中。二是完善并验证了适用于社交网站环境的隐私关注量表。三是发现感知风险是隐私关注与用户参与意愿的中介变量。以上研究成果的取得具有重要的理论意义和实践价值。理论上,本研究更为根本性的讨论了用户隐私保护行为的产生原因。实践上,本研究为社交网络服务提供商持续有效的提高用户参与意愿指明了方向,并提供了具体可行的管理用户隐私关注的方法。
[Abstract]:The emergence of social networking sites has epoch-making significance for the entire Internet industry, it will truly introduce the virtual network world, profound changes in the way of interaction between people, greatly improve the speed and breadth of information dissemination. However, reality is the charm and commercial value of social networking sites, but it also brings serious privacy security risks to users. On the one hand, the personalized features provided by social networking sites expose users' information too much; on the other hand, more and more enterprises collect user information through social networking sites for commercial gain. These problems can easily cause users to worry about privacy security, thus dampen the enthusiasm of users to participate in the interaction of the website, and ultimately reduce the activity of the website and damage the commercial value. In view of this, clarifying the mechanism of privacy concerns on users' willingness to participate has become a theoretical problem that must be solved for the long-term development of social networking sites. However, from the existing literature, this theoretical issue has not been systematically studied. In this study, the influence of privacy concerns on users' willingness to participate in social networking sites is systematically studied by combining qualitative and quantitative studies, and the following research results are obtained: One is to introduce privacy concerns into the theoretical framework of users' willingness to participate. The second is to perfect and verify the privacy concern scale suitable for social network environment. The third is that perceived risk is the intermediary variable of privacy concern and user participation intention. The above research achievement has the important theory significance and the practice value. Theoretically, this study discusses the causes of user privacy protection behavior more fundamentally. In practice, this study provides a direction for social network service providers to continuously and effectively improve the willingness of users to participate, and provides a practical way to manage users' privacy concerns.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F49;F224

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