大数据背景下的网络隐私顾虑影响因素及行为效应研究:基于多维发展理论视角

The era of big data have released the commercial value of user’s data to a new stage, but also bring about a unprecedented challenge of the Internet privacy which led to an unprecedented user’s concerns. Ease the user's Internet privacy concerns to promote them to make a reasonable privacy disclosure which have important theoretical and practical significance for the data open and healthy development of big data industry. Existing literature from multiple theoretical perspectives to discuss Internet privacy concerns and made certain achievements, but mostly based on traditional environment and western context , extremely lacking of in-depth insight under the big data and Chinese context. Meanwhile, existing related theories and traditional single methods have become more difficult to obtain new discoveries or insights. In this regard, the subject from the perspective of multidimensional developmental theory to develop a system of measurement indicator about the Internet user’s privacy concerns under the context of big data and Chinese , and build a theoretical model of its causes and consequences and its mechanism,through a combination of case studies, large sample empirical analysis, methods of psychological experiments and text analysis. This will helps to integrate previous studies that relatively fragmented and make some systemic and innovative contributions based on the theory of Chinese context. It also provides a theoretical basis and policy recommendations for the development of government policies, effective development of enterprise and the management of user’s rational disclosure of privacy information.

大数据时代使得用户数据的商业价值获得全新释放的同时也给网络隐私带来前所未有的挑战从而引发了用户空前忧虑。缓解用户网络隐私顾虑促进理性披露隐私信息对于数据开放和大数据产业的健康发展具有重大理论意义和实践价值。已有文献从多个理论视角对网络隐私顾虑展开讨论并取得了一定的成果，但大多是基于传统环境和西方情境，极其缺乏大数据背景和中国情境下的深入洞见，且已有相关理论视角和传统单一研究方法也难以获得新的发现和见解。对此，本项目基于多维发展理论这一新视角，通过结合案例研究、大样本实证分析、心理实验以及文本分析等方法，开发大数据背景下我国用户网络隐私顾虑的测量指标体系，以及构建其前因后果及其作用机制的理论模型并进行检验。这有助于整合以往相对零散的研究发现，做出一些基于中国情境的系统性和创新性理论贡献。同时也为我国政府相关政策的制定、企业有效经营发展以及用户隐私信息理性披露等提供理论依据和政策建议。

本课题组通过梳理隐私顾虑与隐私披露行为相关文献综述，基于多维发展理论视角对网络隐私顾虑的概念进行细致梳理和清晰界定，开发符合大数据时代背景和中国情境的网络隐私顾虑测量指标体系，构建大数据背景下我国用户网络隐私顾虑影响因素及其对隐私披露行为作用机理的理论模型与框架。通过文献综述和大样本实证研究，开发出适合于大数据背景以及中国情境的网络隐私顾虑测量指标体系，构建符合大数据特点和中国情境的网络隐私顾虑影响因素及其对隐私披露行为作用机理的理论模型。以期达到以下目的：在宏观层面，推动政府制定大数据产业政策，推动消费者隐私保护的行业规则的制定，引领和监督企业对确保消费者隐私的保障，并促进数据开放和大数据产业的有序发展提供参考和借鉴；在行业和企业层面，提高企业等相关组织的网络经营合法意识，理解消费者对隐私的顾虑和保护行为，有效利用网络用户数据更好地实现个性化服务和精准营销，发挥用户数据价值最大化；在微观层面，引导用户认识网络隐私问题产生的原因，提高网络隐私保护意识，合理披露个人数据的同时享受大数据时代带来的便利。