随着大数据时代的到来,消费者的个人信息对于企业来说越来越重要,而消费者的隐私保护意识也日趋增强。对商家索取隐私信息的行为消费者有较强的抗拒心理,但同时消费者也有提供隐私信息以获得个性化服务的需求,这就使得消费者的隐私偏好和隐私披露意愿具有情境性,是动态变化的。鉴于此,本文考察了隐私授权时间与商家沟通方式所营造的不同情境对消费者隐私偏好的影响。文章通过实验发现,在“提前授权”(即在提供服务的一开始要求消费者进行隐私授权)情况下,消费者会感受到高度的不确定性,此时采用强调“拒绝授权的损失”的信息框架能够提高消费者的隐私披露意愿;而在“及时授权”(即在提供服务过程中需要获取隐私信息时要求消费者进行授权)情况下,消费者会感受到高强迫性,此时采用强调“授权的收益”的信息框架能够提高隐私披露意愿。本文的研究对于企业更深入地了解消费者的隐私偏好和心理需求,从而采取一定的策略缓解隐私矛盾、合理规范信息收集方式具有一定的启示意义。
授权时间和信息框架的匹配效应对隐私披露意愿的影响
摘要
参考文献
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引用本文
潘定, 谢菡. 授权时间和信息框架的匹配效应对隐私披露意愿的影响[J]. 外国经济与管理, 2020, 42(11): 81-93.
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