算法意识在隐私决策过程中的作用:双重计算透视

IF 5.1 3区 管理学 Q1 BUSINESS
Sujun Tian, Bin Zhang, Hongyang He
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引用次数: 0

摘要

在人工智能的背景下,随着算法迅速渗透到电子商务平台,研究算法意识(AA)在隐私决策中的作用是非常及时的,因为它可以影响消费者的信息披露行为。本研究以算法意识在隐私决策过程中的作用为重点,调查了消费者在使用带有个性化算法的电子商务平台时的个人信息披露情况。通过整合二元微积分模型和计划行为理论(TPB),我们为消费者构建了一个隐私决策模型。通过问卷调查收集了 581 名在线购物消费者的样本数据,并使用 SmartPLS 4.0 软件对样本数据进行了结构方程路径分析和中介效应检验。研究结果表明,在消费者评估隐私风险并做出自我披露决定的过程中,AA 是隐私决策过程的潜在前因。隐私决策过程经历了两个相互关联的权衡--威胁评估和应对评估相互权衡,以决定(净)感知风险,然后,(净)感知风险和感知利益相互权衡,以决定隐私态度。通过将 TPB 应用于模型,研究结果进一步表明,隐私态度和主观规范共同影响信息披露意向,而感知行为控制对信息披露意向没有显著影响。本研究的结果为如何利用隐私决策过程促进算法采用和信息披露决策提供了可操作的见解,为参照 FEAT 开发基于 AA 的以人为本的算法提供了参考。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Role of Algorithm Awareness in Privacy Decision-Making Process: A Dual Calculus Lens
In the context of AI, as algorithms rapidly penetrate e-commerce platforms, it is timely to investigate the role of algorithm awareness (AA) in privacy decisions because it can shape consumers’ information-disclosure behaviors. Focusing on the role of AA in the privacy decision-making process, this study investigated consumers’ personal information disclosures when using an e-commerce platform with personalized algorithms. By integrating the dual calculus model and the theory of planned behavior (TPB), we constructed a privacy decision-making model for consumers. Sample data from 581 online-shopping consumers were collected by a questionnaire survey, and SmartPLS 4.0 software was used to conduct a structural equation path analysis and a mediating effects test on the sample data. The findings suggest that AA is a potential antecedent to the privacy decision-making process through which consumers seek to evaluate privacy risks and make self-disclosure decisions. The privacy decision process goes through two interrelated trade-offs—that threat appraisals and coping appraisals weigh each other to determine the (net) perceived risk and, then, the (net) perceived risk and the perceived benefit weigh each other to decide privacy attitudes. By applying the TPB to the model, the findings further show that privacy attitudes and subjective norms jointly affect information-disclosure intention whereas perceived behavioral control has no significant impact on information-disclosure intention. The results of this study give actionable insights into how to utilize the privacy decision-making process to promote algorithm adoption and decisions regarding information disclosure, serving as a point of reference for the development of a human-centered algorithm based on AA in reference to FEAT.
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来源期刊
CiteScore
9.50
自引率
3.60%
发文量
67
期刊介绍: The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.
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