[目的/意義] 醫(yī)療健康類 APP 使用過程的個人健康隱私保護是亟待解決的重要課題，對個人健康隱私關注及隱私悖論的研究不僅可以提高公眾隱私保護意識，也有利于智慧醫(yī)療服務平臺的隱私管控和普及應用。 [方法/過程] 考慮到醫(yī)療健康 APP 使用過程中的信息不對稱性和收益不確定性，基于信念更新理論和隱私計算理論，研究預備使用、初步使用和持續(xù)使用三個階段個人健康隱私關注對隱私披露意愿及行為的作用機理?？紤]不同階段隱私悖論作用強度的動態(tài)變化，進一步基于理性選擇理論，分析個體理性程度在隱私悖論路徑中的調節(jié)作用與消解效應。采用情景實驗法收集 317 份縱向樣本數(shù)據(jù)，運用偏最小二乘結構方程模型進行實證分析。 [結果/結論] 研究結果表明，在預備使用階段用戶信任對初步隱私關注有顯著負向影響，初步使用階段的隱私披露意愿與行為對持續(xù)使用階段的隱私關注具有負向影響。在初步使用和持續(xù)使用階段，“隱私關注—披露意愿—披露行為”的路徑系數(shù)均為正顯著，這表明兩階段均存在隱私悖論現(xiàn)象。其中，持續(xù)使用階段的中介效應間接路徑占比與初步使用階段相比明顯升高，這表明隨著時間推移隱私悖論的作用強度有所削弱。此外，個體理性程度對初步使用階段的隱私悖論有顯著負向影響，但對持續(xù)使用階段的隱私悖論只有部分調節(jié)作用，這表明隨著使用經驗的增加，理性程度的消解效應會隨時間變化而減弱。

Abstract

[Purpose/Significance] The protection of personal health privacy during the use of medical and health APPs is an important issue to be solved urgently. In addition to raising public awareness of privacy protection, research on personal health privacy concerns and privacy paradox can help the privacy control and popularization of smart medical service platforms. [Method/Process] Considering the information asymmetry and dynamic profits during the usage of medical health APP, this study investigated the effect of personal health privacy concern on privacy disclosure intention and behavior in the pre-use, initial use, and continued use stage based on the theory of belief updating and privacy calculus. To discuss the dynamic changes of the impact strength of privacy paradox at different stages, the personal rationality degree was introduced into the privacy paradox path to analyze its moderating and resolution effect based on Rational Choice Theory (RCT). The scenario experiment method was adopted to collect 317 longitudinal sample data, and the partial least squares structural equation modeling (PLS-SEM) was used for the empirical analysis. [Result/Conclusion] The empirical results show that users’ trust in the pre-use stage has a significant negative impact on initial privacy concern, and the privacy disclosure intention and behavior in the initial use stage have a negative impact on privacy concern in the continued use stage. In the initial use and continued use stage, the path coefficient of “privacy concerns - disclosure intention - disclosure behavior” is significantly positive, which indicates that the privacy paradox exists in both stages. Compared with the initial use stage, the proportion of indirect paths of mediation effect in the continued use stage is significantly higher, indicating that the impact strength of privacy paradox has been weakened over time. In addition, the personal rationality degree has a significant negative effect on the privacy paradox in the initial use stage, but only partially moderates the privacy paradox in the continued use stage, indicating that with the increase of APP using experience, the resolution effect of personal rationality degree will be weakened over time.

關鍵詞

信念更新理論 /健康隱私 /隱私關注 /隱私悖論消解 /個體理性程度{{custom_keyword}} /

Key words

theory of belief updating /health privacy /privacy concern /privacy paradox resolution /personal rationality degree{{custom_keyword}} /

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基金

本文系國家社會科學基金一般項目“健康中國戰(zhàn)略背景下個人健康醫(yī)療信息保護與利用研究”（項目編號： 18BGL244）研究成果之一。

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