【作者】 邵明；

【导师】 李志宏；

【作者基本信息】 华南理工大学 ， 管理决策与系统理论， 2016， 硕士

【摘要】 随着移动通信技术的发展和移动智能终端的普及,移动互联网深刻地影响了人们的社会行为和日常生活。其中LBS作为移动互联网的细分市场,正在成为最具增长性的新型业务之一。尤其是以社交网络为基础的LBS应用(LBSNS)有着巨大的商业价值和实用价值,但在LBSNS服务环境下,用户越来越多的隐私信息不可避免地被侵犯、泄露或交易,这将会极大地增强用户对LBSNS环境的风险感知从而可能阻碍其采纳行为,用户隐私问题得不到妥善解决,将会不利于LBSNS服务的健康发展,因此理解用户隐私关注和隐私披露行为意愿的影响因素就变得非常关键。另外,用户希望将控制隐私的权利把握在自己手中而不会被交易或滥用,LBSNS服务商则希望利用尽可能多的隐私信息以获取更多的收益,其他利益相关方也想从中获取更多的价值,这是一个关于隐私利益博弈的过程。因此,对LBSNS用户隐私问题的深入研究具有重大的现实意义;另外,本研究将经济学中的进化博弈思想应用到LBS社交服务的研究中,拓展了博弈理论的研究领域,并丰富了社交网络的研究方法,具有一定的理论意义。本文以LBSNS服务为研究对象,主要进行了两个方面的研究:首先,在前人研究的基础上结合用户在LBSNS环境中与隐私相关的行为特征,对用户隐私关注和隐私信息披露行为的影响因素进行归纳提炼,建立理论研究模型,然后利用结构方程模型的方法对各影响路径的显著性进行实证分析;接着,在第一部分实证研究的基础上,利用进化博弈理论对LBSNS用户与服务商之间的隐私利益关系进行博弈分析,最终得到对LBSNS发展具有一定指导作用的政策建议。本文的创新之处主要有两点:(1)构建了LBSNS用户隐私关注和隐私披露行为的影响因素模型。在隐私关注的影响因素中主要考虑了不良经历和媒体曝光等突发事件对用户隐私关注的影响作用,并对比了个人和群体因素对隐私关注的不同作用效果,发现了LBSNS用户隐私关注的影响规律;(2)构建了LBSNS用户与服务商之间的隐私行为进化博弈模型。在前面实证研究的基础上,引入突发事件影响因素,通过调整双方收益矩阵和进化博弈模型,得到了双方在不同条件下的进化稳定策略,最后提出了相关的政策建议。更多还原

【Abstract】 With the development of mobile communication technology and the popularity of mobile intelligent terminal, mobile Internet has deeply influenced the human’s social behavior and common life. As a segment market of mobile Internet, LBS is one of the most promising new business.In particular, Location-based social networking service(LBSNS) has a great commercial and practical value. But In LBSNS environment, more and more users’ privacy information are disclosred or transacted, which is detrimental to the healthy development of LBSNS. Research on the influence factors of users’ privacy concerns and privacy disclosure behavior will become critical. In addition, Users want to own the right of privacy controlling, while the internet service providers wish for users’ privacy in order to gain more profit, the same as the other interested parties. Therefore, this research has important practical significance. And we apply the game theory in economics to the research of social network, which extends the research field of evolutionary game theory, and enriches the research methods of social network.The specific research contents are as follows:First, this paper combines previous studies with new research hotspots and sets up a model of factors that influence privacy concern and privacy disclosure behavior.Then we make an empirical analysis based on the method of structural equation model. Second, this paper proposes an evolutionary game model which contains users and LBSNS service providers. Then we carry a game analysis of the relationship between the LBSNS users and service providers about privacy interests by using the evolutionary game theory, and obtain some relevant policy suggestions.The innovation points in this research are as follows: First, we set up the influence factors model of LBSNS users’ privacy concerns and privacy disclosure behavior.And we find the influence factor of LBSNS user privacy concerns by empirical analysis. Second, we construct an evolutionary game model of privacy behavior between users and service providers. Finally, the relevant policy suggestions are put forward.更多还原