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论文编号：	13629
作者编号：	1120191035
上传时间：	2022/12/5 12:07:20
中文题目：	中国传统文化思想背景下的网络用户隐私披露行为研究
英文题目：	Research on Internet users’ privacy disclosure behaviors based on Chinese traditional culture
指导老师：	李凯
中文关键字：	隐私；隐私披露行为；网络用户；中国传统文化思想
英文关键字：	Privacy; Privacy disclosure behaviors; Internet users; Chinese traditional cultures.
中文摘要：	网络环境下用户的隐私披露行为是信息系统领域重要的研究话题之一。一方面，随着信息技术和互联网的不断发展，个人获取信息和发布内容的方式发生了巨大变化，网络用户越来越倾向于利用网络来展示与自身相关的各种隐私信息，以此来满足的信息需求和社交需求。但是，随着网络复杂性的不断增加，用户的隐私披露行为已经不再仅仅局限于追求个人利益的自我披露（利己披露）这一种形式，追求社会利益的自我披露（利他披露）、隐私披露时的控制行为和披露他人隐私的行为也逐渐成为普遍的现象。另一方面，中国上下五千年的发展历程，积淀了很多的传统文化思想，这些文化思想亘古贯今，深刻地影响着中国社会。时至今日，个人的诸多社会行为都潜移默化地受到中国某些传统文化思想的内在影响。目前关于网络隐私行为的研究大多以利己披露为主，对于其他类型隐私披露行为（如：利他隐私披露、披露他人隐私）的探索成为信息系统领域亟待解决的重要研究问题；此外，中国在互联网方面起步虽晚，但发展迅速，产生了一些特有的网络隐私现象（如：人肉搜索，微信朋友圈管理），由此，超出过往以西方社会为主要研究对象的研究范畴，探寻中国社会环境下一些新的隐私行为成为中国信息系统领域需要关注的重要研究方向。在上述这些背景下，本文以网络用户的隐私披露行为作为中国传统文化与互联网的连接点，分析用户在网络环境中的一些新式的隐私披露行为与中国传统文化思想是否有潜在的联系，成为本文关注的主要研究问题。 本文中的隐私披露行为产生网络环境，是用户使用网络而产生的，遵循“自我隐私披露—隐私披露控制—披露他人隐私”这样一个研究线索，本文围绕利他隐私披露、虚假隐私披露、隐私披露控制和披露他人隐私四种隐私披露行为，并将这四种行为与儒家传统“义利”思想、“经权”思想、“圈子文化”思想以及孟子“义”思想分别对应，然后对现有隐私相关理论进行相应拓展，提出研究模型。针对这四种隐私行为场景，本文通过实验收集数据，对研究模型进行了验证，得到了如下的结论和发现： 第一，以新冠疫情期间扫码为研究场景，本文提出用户在网络中的利他隐私披露行为与中国儒家传统的“义利”思想存在联系。通过对现有隐私计算理论的拓展，一方面，本文将感知收益细分为社会收益和个人收益，证实了这两种收益有助于用户的利他隐私披露行为，利用来自不同文化背景的样本数据，进一步指出社会收益的影响程度大于个人收益，证实了“义利”思想对利他隐私披露行为的潜在影响。另一方面，不同于以往的研究发现，本文发现在社会特殊时期，感知风险正向影响用户的利他隐私披露行为，该研究结论颠覆了传统隐私研究领域中风险对隐私披露的负向影响。此外，社会认同对感知社会收益和感知风险与利他隐私披露行为的关系起到正向调节作用，但对感知个人收益的调节作用不显著。 第二，不同于以往研究中假定用户在网络上正确披露隐私信息，本文重点关注用户虚假隐私披露行为（隐私披露偏差），并将其与中国传统的“经权”思想相联系，提出用户之所以采取虚假隐私披露行为，并非对诚实守信（“经”）进行挑战，而是减少或避免隐私泄露风险的一种“变通”行为（“权”）。以犯罪心理学的中和技术理论为基础，本文发现认伤害、必要的狡辩、功过相抵以及避免更大的伤害这四个中和技术与用户的虚假隐私披露行为呈正相关，特别地，避免更大伤害的影响程度高于其他中和技术，表明网络中隐私泄露或滥用对用户带来的可能伤害是其披露虚假隐私信息的重要影响因素。从人格特征方面，外向性负向调节否认伤害、避免更大的伤害和虚假隐私披露行为之间的关系；神经质正向调节否认伤害、功过相抵和避免更大的伤害与虚假隐私披露行为之间的关系。 第三，以微信朋友圈为例，归纳出群组可见和时间线可见两种隐私披露控制行为，结合中国社会流行的“圈子”文化思想和印象管理理论，分析用户采取这两种控制行为的内在机理。通过实证分析，本文发现圈子扩张对两种隐私披露控制行为呈正向影响，而文化相似性仅对群组可见隐私披露控制行为有着显著影响。另外，信任负向调节圈子扩张和文化相似与群组可见隐私披露控制行为之间的关系，同时，负向调节圈子扩张和时间线可见隐私披露控制行为之间的关系；而文化相似性仅正向调节圈子扩张和文化相似与群组可见隐私披露控制行为之间的关系。这些实证结果证实了中国社会中传统的“圈子”文化思想与用户网络中隐私披露控制行为之间是存在一定联系的，丰富了网络隐私控制行为的相关研究。 第四，由自我披露视角转向披露他人隐私的视角，将“羞恶之心，义之端也”的孟子“义”思想与“人肉搜索”相结合，并以社会交换理论为基础。本文发现，正义感、对他人隐私隐私的好奇心与用户披露他人隐私行为有着显著地正向关系，同时，报复担忧会负向影响用户披露他人隐私信息的行为意愿。另外，网络匿名性正向调节正义感和负向调节报复担忧与用户披露他人隐私行为意愿之间的关系；社会存在正向调节好奇心和负向调节报复担忧与用户披露他人隐私信息意愿之间的关系。 本文研究的创新点主要体现的以下三个方面。第一，重新总结用户在网络中的隐私披露行为，着重强调中国社会中的特有现象。以往研究主要关注点仍集中于自我隐私披露，对其他类型的隐私披露行为研究很少。本文重新梳理了网络隐私行为，重点关注一些新的隐私披露行为（比如：利他隐私披露、披露他人隐私和隐私披露控制）或已有隐私行为的对立面（虚假隐私披露），深化了网络中的各种隐私行为，特别是，丰富了对中国网络环境中的隐私行为的认识。第二，明确了不同的中国传统文化与网络隐私披露行为之间的潜在联系。中国社会是一个受到传统文化思想影响深远的社会，那么隐私披露行为和传统文化之间或多或少是存在着关联性的。本文在总结各种隐私披露行为的基础上，通过对中国历史传统文化的梳理，将两者进行了跨时代的连接，提出各种网络隐私行为背后可能是受到某种传统文化的影响。第三，多层次、深层次探究各种网络隐私披露行为的行为机制，探索更加全面、科学的用户网络隐私行为理论分析模型。不同的网络隐私行为其背后诱因是多方面的，已有研究结合不同的理论分析了各种可能导致隐私行为的影响因素，但这些理论并不适用于每种隐私行为。本文以中国传统文化为指引，对现有理论进行了相应的修改和拓展，从隐私计算、社会交换、印象管理和中和技术等全面深入地分析了各种网络隐私披露行为的形成诱因，对于信息系统领域的现有成熟理论与中国传统文化思想如何结合是一个有益的补充。
英文摘要：	Online privacy-related behavior is one of the important research topics for information systems (IS). On the one hand, with the advancement of information technologies, the channels to get information and post self-generated content have been taken place great changes. In practive, users prefer to meet their information and social needs by disclosing various personal information in online context. However, with the increasing complexity of online context, they are not limited to self-disclosure, other types of privacy-related behaviors, such as privacy disclosure controlling and disclosure about others, are gradually emerging. On the other hand, China is a society that deeply influenced by tradditonal cultures. To date, Chinese people’s various behaviors are potential affected through those cultures. Extant literature has mainly focused on self-disclosure, there are few studies pay attention to other types of privacy-related behaviors. Meanwhile, some special online privacy-related phenomenons like Humen Flesh Search and WeChat moment in China are becoming an novel research direction for IS. Based on the above argument, this dissertation mainly focuses on the relationship between Chinese tradditonal cultures and privacy-related behaviors. In order to address this problem, this dissertation takes “self-disclosure-privacy disclosure controlling-disclosure of privacy information about others” as research clues, and focusing on four online privacy behaviors: altruism privacy disclosure, deviant (false) privacy disclosure, privacy disclosure controlling and disclosure about others. Furthermore, this dissertation assumes that these four behaviors are driven by the Confucian thought of “righteousness V.S. benefit”, the thought of “rule V.S. flexible”, “circle culture”, and Mencius’ thought of “justice” respectively. Then, based on four privacy behavior scenarios in China, this dissertation collects data through experiments to verify the research model. Based on the empirical studies, the main findings and conclusions of this dissertation as follows: First, drawing on the particular situation such as COVID-19 pandemic, we re-examine antecedents that affect individuals’ altruism self-disclosure behavior based on privacy calculus model. Among the perceived social benefits and personal benefits of altruism self-disclosure during COVID-19, we find that individuals’ perceived social benefits and personal benefits are positively associated with altruism self-disclosure. Furthermore, the effect of perceived social benefits on altruism self-disclosure is more significant than that of perceived personal benefits, indicating that individuals may be driven by altruism to help society back to normal states as soon as possible, and they pay more attention to the social benefits of self-disclosure. Different from the extant literature on perceived risk, in this study, we re-interpret the concept of traditional perceived risk. During COVID-19, everyone is exposed to risk of infection; individuals therefore are more willing to disclose privacy information. As we expected, perceived infected risk is found to have a positive effect on altruism self-disclosure. With respect to social identity, it is found to have positive moderating effects on the relationships between perceived social benefits, perceived risk and altruism self-disclosure. However, social identity is found to have a non-significant positive moderating effect the relationship between perceived personal benefits and altruism self-disclosure. Second, users might misrepresent their personal information in response to the requests from Internet when they expect their personal information to be used for unstated purposes. Misrepresenting of personal information (MPI), as a regular deviant behavior on online platforms, leads to data noises and service failures and needs further investigation. Drawing on the neutralization theory and online scenario survey, this study constructs a model to examine the factors of MPI. The results show that techniques of neutralization, such as denial of injury, defense of necessity, metaphor of the ledger, and avoidance of greater harm, are positively associated with users’ intention of MPI. In particular, avoidance of greater harm has a stronger effect on MPI intention than other neutralization techniques. Furthermore, we also explore the contingent role of personality traits. The results show that extraversion negatively moderates the relationships between denial of injury, avoidance of greater harm and MPI, whereas neuroticism plays a positive role in moderating the relationships between denial of injury, metaphor of the ledger, avoidance of greater harm and MPI. Focusing on the dark side of disclosure behavior, this study enriches the current literature by applying neutralization theory and provides a new direction for academia and Internet practitioners to understand users’ deviant disclosure behavior. Third, we explore the privacy disclosure controlling actions regarding information privacy disclosing for this demography on one social media platform – WeChat. Drawing on the impression management theory, this paper proposes that impression management of network-based (relationships expansion and cultural similar) is related to privacy disclosure controlling actions (controlling of labels or groups and controlling of timelines). In addition, the moderating effects of concern for information privacy (CFIP) and trust are also examined. In general, the results support that relationships expansion determine users’ two privacy disclosure controlling actions; but cultural similar is just a determinant of controlling of labels or groups. In addition, trust weakens the effects of relationships expansion and cultural similar on controlling of labels or groups and the effect of relationships expansion on controlling of timelines. CFIP just strengthens the effects of relationships expansion and cultural similar on controlling of labels or groups. These findings enrich the privacy preserving and impression management literature in the context of WeChat. They also have important implications to understand the mechanism of users’ privacy disclosure controlling actions, which further induce them how to design privacy settings. Fourth, human flesh search (HFS), a cyber manhunt behavior, poses a serious challenge to individuals’ privacy. Drawing on HFS literature and social exchange theory, this study elucidates the antecedents of exposing other’s privacy (EOP) on the Internet. Specifically, this paper examines the effects of benefits (perceived righteousness to expose and placate curiosity) and risk/cost (concern for retaliation) factors on Internet users’ intention of EOP as well as how the intention is shaped by anonymity and presence of others. The empirical results show that perceived righteousness to expose and placate curiosity positively influence Internet users’ intention of EOP, and concern for retaliation negatively influences their intention of EOP. In addition, this study finds that anonymity strengthens the positive influence of perceived righteousness to expose on Internet users’ intention of EOP, and presence of others strengthens the positive influence of placate curiosity on the intention. Furthermore, anonymity and presence of others weakens the negative influence of concern for retaliation on Internet users’ intention of EOP. This study contributes to the privacy literature by offering a novel perspective explanation of involuntary exposure on the Internet. Overall, this dissertation makes several contributions as follows. First, re-summarize online privacy behavior, emphasizing the unique phenomenons in China. Extant literature has mainly focused on self-disclosure, and there are few studies pay attention to other types of privacy disclosure behavior. This dissertation combs online disclosure behaviors, focusing on some new types of behaviors such as altruism disclosure, deviant disclosure, privacy disclosure controlling, and disclosure about others. In particular, enriching the understanding of privacy behaviors in Chinese online context. Second, this dissertation clarifies the potential links between different traditional Chinese cultures and online privacy behaviors. In fact, China is a society deeply influenced by traditional cultures. Therefore, drawing on the traditional Chinese cultures, this dissertation posits that various online privacy behaviors may be influenced by traditional cultures in some extent. Third, exploring the mechanisms of various online privacy behaviors at multi-levels and in-depth levels. Existing theories may not suitable to be applied to explain various privacy disclosure behaviors. This dissertation re-intepretates those theories such as privacy calculus, social exchange, and impression management. And then comprehensively and deeply analyzing the formation incentives of various online privacy behaviors. This dissertation provides an novel insight into how to combine existing mature theories with traditional Chinese cultures.
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