关于在线社会交际中隐私的范畴、维度、量表及理论框架的研究

With online social networking (OSN) becoming ubiquitous, not only the amount of information that people share online is increasing rapidly, the scope of shared personal information are also extending dramatically. With the Internet and online social applications reach more aspects of our everyday life, more and more personal information will be digitized and share in online social networks. When people are enjoying the convenience and new social experience of online social networking, they become heavily exposed to privacy threats. However, our theoretical understanding about privacy in online social networking is still limited and constrained by existing research about Internet privacy in the context of electronic commerce. In this project, we extend Internet privacy research by proposing a new multi-dimensional privacy concept that matches the complexity and online social networking. Based on the extended conceptualization of privacy in online social networking, we propose a measurement scale for OSN privacy concern. Specifically, based on previous studies on online information privacy and social psychology literature, this study will first develop a new multi-dimensional online privacy concept, online social networking privacy. We proposes that there are four dimensions of privacy, namely, territory privacy, communication privacy, information privacy, and psychological privacy. Second, we will develop a measurement scale for OSN privacy. Multi-samples, multi-waves data collections will be conducted to test, validate, and revise the scale. We will also separately develop the trait and state privacy concern questionnaire. Finally, we will identify a nomological network (research framework) centering around the multi-dimensional OSN privacy concept with emphases on (1) the effects of social role taking and (2) coping strategies. Empirical data collection will be conducted to test the proposed framework. Not only the proposed research can make significant theoretical contributions, the results of this study will also help us to deepen our understanding about user privacy in the current Internet information environment, reveal the multi-dimension nature of user privacy in online social networking, and enable precise measurement and control of users’ privacy concern.

随着线上社会网络逐渐成为人们的主要社交手段之一，网络上可以捕捉到的个人信息不仅在数量上大幅增加，其涉及的类型也正在经历质的变化。人们在享受更加方便、丰富的网络化社交生活的同时，对线上社交活动中个人隐私的保护也成为了互联网产业可持续发展中必须审慎对待的一个课题。本研究将从理论角度对新的信息环境下，人们在线上社交过程中的隐私顾虑进行拓展性的理论探讨，提出多维度的线上社交隐私概念；开发对应互联网社交环境下隐私顾虑的量表；提出并验证以社交网络隐私顾虑为核心的，基于社会角色理论的研究框架；并讨论人们对线上社交中隐私顾虑的应对策略。通过本研究，我们将深化对于线上社交中用户个人隐私问题的认识，揭示线上社交隐私的多层面的特质，并实际测量用户的线上社交隐私顾虑。研究成果不仅将在信息系统理论上做出重要贡献，还能够帮助互联网企业以及相关部门更加有针对性地管理和保护用户的隐私，促进行业健康、快速发展。

随着移动网络应用的普及，线上社交不仅被广泛使用，成为现代人社会生活的重要组成部分，同时线上社交网络也成为互联网商业和应用的关键底层平台。近年来，网络隐私事件频发，例如Facebook在欧洲经历的隐私管理质疑，Cambridge Analytica数据泄露和公众意见操纵时间等都从不同侧面显示出对线上社交用户隐私保护的迫切需求。然而，理论上关于用户在线隐私的讨论仍局限于传统电商领域中用户私人数据的存储与使用，不能覆盖线上社交空间中广泛的隐私需求。本项目溯本求源，从个人身份边界管理角度出发探索在线上社交背景下个人隐私的概念范畴与维度，开发相应的量表，针对个别隐私维度进行深入的实证研究。项目研究通过广泛的文献综述，梳理出理论上线上社交网络隐私功能进而推导出四个维度的隐私需求。结合既有量表体系和多维度的数据、信息梳理，研究人员制定线上社交隐私顾虑量表并对量表进行多轮、跨文化群体的实证检验，最终形成了一套完善、科学的量表体系。在此基础上，研究人员进一步探讨隐私顾虑导致的用户的应对行为，并结合身份认知重叠理论探讨隐私顾虑的成因。同时，研究过程中，研究人员对隐私需求和行为效果的不同维度，从二手数据和技术体系角度进行了创新探索，涉及线上社交媒体内容产生、区块链技术等多个领域的隐私相关讨论。研究人员提出基于时间顺序创建准实验条件的方法，用来检验线上社交网络中社会影响的因果效应，并将其应用于用户评论中社交影响的识别。研究发现线上社交关系影响用户评价的表达。在区块链技术领域，数据隐私的保护需要通过更好的机制完成。研究发现加密货币的技术特征对其市场价格有影响。研究成果具有深刻理论意义，为后续线上社交隐私领域的研究提供了理论基础和计量工具。同时，研究成果中的量表和数据分析方法具有实践应用价值，也为监管部门提供有益的参考。