基于隐私计算理论共享民宿隐私披露行为的实证研究

【作者】 李维；

【导师】 李志勇；

【作者基本信息】 四川大学 ， 旅游管理（MTA）（专业学位）， 2021， 硕士

【摘要】 近年来,随着物联网等技术的飞速发展,共享经济孕育而生,其中在住宿领域,“共享民宿”成为大部分人外出工作或旅游住宿的重要选择;同时在共享民宿不断发展的过程中,租客的个人隐私信息成为民宿平台进行相应管理和营销活动的关键。由于共享经济中存在众多不可预测的潜在风险,导致用户对披露个人隐私具有很多的顾虑和担忧,那么如何消除共享民宿平台的用户对于个人隐私披露的顾虑,使得用户能接受在共享平台披露个人隐私这一行为,从而为共享民宿平台进行相应的管理提供一定的理论基础,值得我们去进行相关的研究和探讨。隐私计算理论认为用户在衡量感知收益与感知顾虑的结果下决定是否披露个人隐私信息。基于此,本文结合相关的隐私计算理论、计划行为理论、情绪评价理论基于消费者角度来探究影响个人隐私披露行为的相关因素及具体影响路径。本文选取共享民宿平台的用户为研究对象,首先归纳总结了相关理论基础,界定了本文和一些核心变量的涵义,探讨了这些变量内部之间可能存在的相关关系,确定并提出本文的研究假设,构建了相关理论模型;其次设计和发放了预测试问卷,并根据预测试问卷结果对初始问卷进行修改和更正,进而形成正式问卷;最后根据收集的有效样本问卷数据,通过结构方程模型和多元回归分析方法验证了本文的研究假设。实证研究结果如下:(1)感知收益对隐私披露行为具有正向促进作用,感知顾虑对隐私披露行为具有负向促进作用。(2)个性化服务、物质激励通过感知收益对隐私披露行为产生显著影响,社会融入感对感知收益影响不显著;感知风险通过感知顾虑对隐私披露行为产生显著影响。(3)乐观情绪正向调节感知收益对隐私披露行为的影响,但是负向调节感知顾虑对隐私披露行为的影响;悲观情绪正向调节感知顾虑对隐私披露行为的影响,但是负向调节感知收益对隐私披露行为的影响。本文基于共享民宿情境进行实证研究,不仅丰富了个人隐私披露行为的相关研究,而且也为共享民宿平台管理者进行相应的管理和营销决策提供相应的理论依据。更多还原

【Abstract】 In recent years,with the rapid development of technologies such as the Internet of Things,the sharing economy has been born.In the field of accommodation,"shared home stay" has become an important choice for most people to go out for work or travel.At the same time,in the process of the continuous development of home-stay sharing,the private information of tenants has become the key to the corresponding management and marketing activities of home-stay platform.Due to the potential risk of Shared economy there are many unpredictable,lead to users to disclose personal privacy has a lot of the concerns and worries,so how to eliminate the Shared platform of home stay facility users concerns about privacy disclosure,promote active user privacy disclosure behavior,thus for domestic Shared platform of home stay facility provide certain theoretical basis for the corresponding management activities,is worth us to related research and discussion.According to privacy computing theory,users decide whether to disclose personal privacy information based on the result of measuring perceived benefits and perceived concerns.Based on this,this paper combines relevant privacy computing theory,planned behavior theory and emotion theory to explore the relevant factors and specific influencing paths of personal privacy disclosure behavior from the perspective of consumers.In this paper,the users of home-stay sharing platform were selected as the research objects.Firstly,the relevant theoretical basis was summarized,the connotation of relevant core variables was defined,the logical relationship between relevant variables was discussed,the corresponding research hypotheses were put forward,and the relevant theoretical model was constructed.Secondly,the pre-test questionnaire is designed and distributed,and the initial questionnaire is modified and corrected according to the results of the pre-test questionnaire,and then the formal questionnaire is formed.Finally,according to the collected valid sample questionnaire data,the hypothesis of this paper is verified by structural equation model and multiple regression analysis method.The empirical results are as follows :(1)Perceived benefits have a positive promoting effect on privacy disclosure behavior,while perceived concerns have a negative promoting effect on privacy disclosure behavior.(2)Personalized services and material incentives have a significant impact on privacy disclosure behavior through perceived benefits,while perceived benefits have no significant impact on social integration;Perceived risk has a significant impact on privacy disclosure behavior through perceived concerns.(3)Optimism positively moderates the effect of perceived benefits on privacy disclosure behavior,but negatively moderates the effect of perceived concerns on privacy disclosure behavior;Pessimism positively moderates the effect of perceived concern on privacy disclosure behavior,but negatively moderates the effect of perceived benefit on privacy disclosure behavior.This paper conducts an empirical study based on the situation of home-stay sharing,which not only enriches the relevant research on personal privacy disclosure behavior,but also provides corresponding theoretical basis and reference value for managers of home-stay sharing platforms to make corresponding management and marketing decisions.更多还原