【摘要】：社交網(wǎng)站是web2.0時(shí)代的產(chǎn)物,用戶數(shù)激增的同時(shí),社交網(wǎng)站也暴露出一系列用戶信息隱私問題,社交網(wǎng)站上用戶大量的自我信息表露吸引了全國各地業(yè)界人士的關(guān)注。自我信息表露帶來的隱私問題主要包括三類：社交網(wǎng)站與其他網(wǎng)站之間的信息交易或者自身網(wǎng)站漏洞帶來的隱私泄露；第三方應(yīng)用軟件帶來的隱私泄露；各類攻擊技術(shù)和數(shù)據(jù)挖掘工具被應(yīng)用于社交網(wǎng)站。盡管存在大量的隱私問題,很少有學(xué)者研究驅(qū)動(dòng)用戶自我表露信息的因素。 本研究通過對已有社交網(wǎng)站用戶自我表露的相關(guān)文獻(xiàn)梳理總結(jié),結(jié)合感知價(jià)值和隱私計(jì)算理論,建立了整合模型來解釋社交網(wǎng)站中的用戶信息表露行為,模型以感知利得和感知利失為自變量,以感知收益和感知風(fēng)險(xiǎn)為中介變量,以用戶自我信息表露行為為因變量,考察了影響用戶信息表露行為的主要因素。 通過采用實(shí)證研究方法,對200名社交網(wǎng)站用戶問卷調(diào)研,運(yùn)用SPSS統(tǒng)計(jì)分析軟件對149份有效樣本進(jìn)行了分析,研究結(jié)果驗(yàn)證了假設(shè)模型的合理性,得出以下主要結(jié)論：用戶感知信息控制顯著負(fù)向影響用戶感知風(fēng)險(xiǎn),用戶信任度顯著負(fù)向影響用戶感知風(fēng)險(xiǎn),用戶感知社交網(wǎng)站信息與工具性顯著正向影響用戶感知收益,用戶感知社交網(wǎng)站社交便利性顯著正向影響用戶感知收益,用戶感知社交網(wǎng)站娛樂性顯著正向影響用戶感知收益,用戶的感知收益顯著正向影響用戶自我信息表露行為,用戶的感知風(fēng)險(xiǎn)顯著負(fù)向影響用戶自我表露行為。其中,信息與工具性因素對用戶的感知收益影響最大。盡管感知風(fēng)險(xiǎn)嚴(yán)重阻礙了用戶的信息表露,但是用戶感知收益對自我表露行為的影響高于用戶感知風(fēng)險(xiǎn)的影響,并且感知信息控制和信任度可以顯著降低用戶的感知風(fēng)險(xiǎn)。 基于上述實(shí)證研究,本研究對社交網(wǎng)站服務(wù)提供商提出了幾點(diǎn)發(fā)展建議,并給出了本文在研究過程中的局限和未來學(xué)術(shù)研究的方向。
[Abstract]:Social networking site is the product of the web2.0 era, the number of users is increasing, at the same time, the social networking site also exposed a series of users' information privacy problems, and a large number of users' self-information disclosure on the social networking site attracted the attention of people in the industry all over the country. The privacy problems caused by self-information disclosure mainly include three types: information transactions between social networking sites and other websites or privacy disclosure caused by vulnerabilities in their own websites, privacy disclosure caused by third-party applications, privacy disclosure caused by third-party applications, and privacy disclosure caused by social networking sites and other websites. Various attack techniques and data mining tools are used on social networking sites. Despite a large number of privacy problems, few scholars have studied the factors driving users' self-disclosure. By combing and summarizing the literature about self-disclosure of social networking site users, and combining the theory of perceived value and privacy computing, this research establishes an integrated model to explain the behavior of users' information disclosure in social networking sites. The model takes perceived gain and perceived loss as independent variables, perceived income and perceived risk as intermediary variables, and user self-information disclosure behavior as dependent variables, and investigates the main factors influencing user information disclosure behavior. Through the empirical research method, 200 social networking site users questionnaire survey, using SPSS statistical analysis software to analyze 149 valid samples, the research results verify the rationality of the hypothetical model. The main conclusions are as follows: user perceived information control significantly negatively affects user perceived risk, user trust significantly negatively affects user perceived risk, and user perception of social networking site information and instrumentality significantly positively affects user perceived income. The user's perceived social convenience has a significant positive impact on the user's perceived income, the user's perceived entertainment on the social networking site has a significant positive impact on the user's perceived income, and the user's perceived benefit has a significant positive impact on the user's self-information disclosure behavior. The perceived risk of users significantly negatively affects the self-disclosure behavior of users. Among them, information and instrumental factors have the greatest impact on users' perceived income. Although perceived risk seriously hinders the disclosure of users' information, the effect of perceived income on self-disclosure behavior is higher than that of perceived risk, and the perceived information control and trust can significantly reduce the perceived risk of users. Based on the above empirical research, this study puts forward some suggestions for the development of social networking service providers, and gives the limitations of this paper in the research process and the direction of future academic research.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F49

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