隐私问题和社会期望偏差

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2023-12-20 DOI:10.1177/14707853231222810
Ronald B. Larson
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引用次数: 0

摘要

隐私问题可能会影响消费者的许多选择。然而,他们所表达的担忧有时却与他们分享信息和保护隐私的行为不一致。人们提出了许多理论来解释隐私态度与行为之间的矛盾差距。隐私悖论的部分原因可以用两个考虑有限的测量方法来解释:冲动性和社会可取性偏差(SDB)。在 2015 年和 2022 年对美国成年人进行的调查中,包括了测量几类隐私问题以及冲动倾向和 SDB 的问题(N = 2729)。年龄、教育程度、性别、种族、收入和冲动倾向与某些隐私问题有关。如果有高于平均水平隐私顾虑的人也会在冲动下披露个人信息,这或许可以解释部分悖论。SDB 测量的大系数表明,那些为了与社会规范保持一致而调整自己的回答的人也可能会夸大特定的隐私顾虑。对于这些人来说,他们所表达的高度关注可能与他们的隐私行为不一致。当研究人员试图解释涉及隐私的消费者态度或行为时,应考虑多个隐私关注维度,并将人口统计学、冲动倾向和 SDB 纳入模型中。
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Privacy concerns and social desirability bias
Privacy concerns may influence many choices consumers make. However, their expressed concerns are sometimes inconsistent with their information-sharing and privacy-protecting behaviors. Many theories have been proposed to explain the paradoxical gap between privacy attitudes and behaviors. Part of the privacy paradox may be explained with two measures that have received limited consideration: impulsiveness and social desirability bias (SDB). Surveys of US adults in 2015 and 2022 included questions to measure several types of privacy concerns along with impulsive tendencies and SDB (N = 2729). Age, education, gender, race, income, and impulsive tendencies were linked with some privacy concerns. If people with above-average concerns also disclose personal information on impulse, it might explain part of the paradox. Large coefficients on the SDB measure suggest that individuals who adjust their responses to be consistent with social norms may also overstate specific privacy concerns. For these individuals, their high expressed concerns may be inconsistent with their privacy behaviors. When researchers try to explain consumer attitudes or actions that involve privacy, multiple privacy concern dimensions should be considered and demographics, impulsive tendencies, and SDB should be included in the models.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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