了解人们使用面部识别服务的意图:网络外部性和隐私愤世嫉俗的作用

T. Lyu, Yuli Guo, Hao-sin Chen
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引用次数: 3

摘要

目的本研究基于认知-影响-意识模式,探讨影响人脸识别服务使用意向的因素。本研究采用驱动因素视角考察网络外部性如何通过满意度的中介作用影响FRS使用意愿,采用障碍因素视角分析感知隐私风险如何通过隐私犬儒主义的中介作用影响FRS使用意愿。设计/方法/方法通过基于偏最小二乘法的结构方程模型(PLS-SEM)对478名中国FRS用户收集的数据进行分析。研究结果研究得出以下结果。(1) FRS使用意向直接受到满意这一积极情感因素和隐私犬儒主义这一消极情感因素的驱动。(2)满意度受网络外部性相关认知因素的影响。感知互补性和感知兼容性是两种间接网络外部性,对满意度有积极影响,而感知临界质量是一种直接网络外部性,对满意度没有显著影响。此外,感知到的隐私风险会产生对隐私的怀疑。(3)抗拒改变正向调节隐私冷嘲热讽与隐私信息使用意愿之间的关系。原创性/价值本研究通过探索情感和认知因素来拓展人们对隐私信息使用的认识,发现情感因素(满意度和隐私冷嘲热讽)在认知因素与隐私信息使用意愿之间的关系中发挥了充分的中介作用。本研究还通过探究影响因素与使用意向之间的功能条件,即抗拒使用的调节作用,拓展了FRS使用的认知边界。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Understanding people's intention to use facial recognition services: the roles of network externality and privacy cynicism
PurposeBased on the cognition–affect–conation pattern, this study explores the factors that affect the intention to use facial recognition services (FRS). The study adopts the driving factor perspective to examine how network externalities influence FRS use intention through the mediating role of satisfaction and the barrier factor perspective to analyze how perceived privacy risk affects FRS use intention through the mediating role of privacy cynicism.Design/methodology/approachThe data collected from 478 Chinese FRS users are analyzed via partial least squares-based structural equation modeling (PLS-SEM).FindingsThe study produces the following results. (1) FRS use intention is motivated directly by the positive affective factor of satisfaction and the negative affective factor of privacy cynicism. (2) Satisfaction is affected by cognitive factors related to network externalities. Perceived complementarity and perceived compatibility, two indirect network externalities, positively affect satisfaction, whereas perceived critical mass, a direct network externality, does not significantly affect satisfaction. In addition, perceived privacy risk generates privacy cynicism. (3) Resistance to change positively moderates the relationship between privacy cynicism and intention to use FRS.Originality/valueThis study extends knowledge on people's use of FRS by exploring affect- and cognitive-based factors and finding that the affect-based factors (satisfaction and privacy cynicism) play fully mediating roles in the relationship between the cognitive-based factors and use intention. This study also expands the cognitive boundaries of FRS use by exploring the functional condition between affect-based factors and use intention, that is, the moderating role of resistance to use.
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