摘要
企业利用新技术、新手段收集、分析和处理消费者信息以供市场分析时使用,其间蕴涵的信息安全及用户隐私外泄等问题始终困扰着企业。为解决该问题,学术界以网络隐私为中心展开研究,考察了单一情境下隐私关注对保护意图的影响,但是在跨情境的环境下两者的变化情况及两者之间关系的变化趋势还有待研究。为此,基于任务类型理论提炼4个网站类型(购物、招聘、游戏和搜索),再根据期望价值理论提出假设。经实验室实验研究表明,在C 2C购物情境中隐私关注对保护意图具有显著的正向影响,而在招聘、游戏和搜索情境中的影响不显著。在这4类网络情境间,隐私关注差异不显著但保护意图差异显著。最后,基于研究发现向学者及管理实践者提出了建议。
With the technical innovation diffusion, enterprises adopt the newest techniques to collect analysis and process the users＇ information to support the marketing, where the security of infor- mation transaction and users＇ privacy invasion risks has become a big problem. The current researches mainly focus more on discussing the impact of privacy concern on behavior intention in a simplex context, but less on exploring the change of the impacts when the contexts is different. To address the problem, this paper utilizes task type theory to divide the online environment into four types （online shopping, job hunting, gaming and searching） and proposes the research hypotheses based upon the expectancy-value theory. The experimental results show that, except C2C website, privacy concern does not have significant positive effect on protection intention in other three websites. In the four contexts, the difference of privacy concern is not significant but the protection intention is. Finally, the suggestions are made based on the aforementioned results.
出处
《管理学报》
CSSCI
2009年第9期1176-1181,共6页
Chinese Journal of Management
基金
国家自然科学基金资助重大项目(70890080
70890081)
关键词
互联网
隐私关注
行为意图
期望价值理论
internet
privacy concern
protection intention
expectancy-value theory
