个性特征变量对隐私关注影响的实证研究

The Empirical Research of Characteristics Impact on Privacy Concern

信息隐私风险是阻碍网络用户自愿暴露信息的主要原因之一。为帮助政府和企业制定合理而有效的政策保护消费者个人隐私，减低隐私顾虑。文章在西方已有研究的基础上，对我国网络用户的隐私关注程度进行测度，并运用性别差异等理论，考察了个性特征变量对隐私关注的影响。实证研究结果显示，女性的信息控制权感知水平高于男性，受教育水平越高对信息被收集的担忧程度越高，网龄越长隐私关注程度、控制权感知和信息被收集的担忧程度反而越低。最后，总结了本研究的学术贡献并向实践者提供了指导性的建议。

The risk of information privacy is one of the main reasons to prevent online users disclosing personal information. In order to help government and enterprises to establish the compatible and efficient rules， protect consumer's online privacy and decrease their concern， based on western researches， this paper survey online users' privacy concern in China context. And then， utilizing the definition of sex-differential， investigate characteristics impact on privacy concern and its three dimensions. The survey results show that female has high level of control to personal information compared with male， the high level of education is the high level of concern on information collected is， while， the more online experiences are the low level of privacy concern， lower control to personal information and lower concern on information collected are. Finally， sum up the contributions to academics and provide the directions for practitioners.