大数据背景下威胁评估对网络隐私顾虑的影响：组织隐私政策的调节

The impact of Threat appraisal on Internet privacy concerns under the background of Big data: the moderation of Organizational privacy policy

摘要:

大数据环境下用户隐私顾虑日益加深，尝试通过从用户对威胁的评估以及组织的隐私政策方面来研究当下隐私现状，有利于企业在保护个人隐私的前提下更好地发展。基于保护动机理论视角，用实证方法研究威胁评估、网络隐私顾虑、组织隐私政策（重要性认知）的关系及其作用机理。实证结果表明：威胁评估和组织隐私政策都对网络隐私顾虑起正向影响作用；组织隐私政策作为调节变量，在威胁评估与网络隐私顾虑间的调节作用并不显著，只在威胁评估与隐私控制的关系中起显著反向调节作用。

关键词:网络隐私顾虑;威胁评估;组织隐私政策;保护动机理论

Abstract:

Based on the view of protection motivation theory, this paper investigates the relationship among the threat appraisal, Internet privacy concerns, organizational privacy policy (the importance of cognitive) and its mechanism of action. The empirical results show that the threat appraisal and organizational privacy policy both have a positive effect on internet privacy concerns; organizational privacy policy as moderator variable, threat appraisal’s adjust action between Internet privacy concerns are not significant, only in the relationship between threat appraisal and privacy control plays a significant reverse adjustment.

Key words:Internet privacy concerns; threat appraisal; organizational privacy policy; protection motivation theory