Empirical Study On Behavior Intention To Leak Privacy Of Others

The rapid development of the Internet makes people’s life more convenient and rich. However, it also brings a lot of privacy security problems. Disclosure of others’ privacy information casually is reported as a key information security problem, which has caused attention of the social from all walks of life. It is essential to improve the information protection ability of the Internet and the privacy awareness of the netizens.To date, many important research of information privacy leakage mainly focused on netizens’ privacy concern of self-disclosure, there was little research start from the phenomenon of leakage other’s information privacy caused by Internet users; At the same time, the human flesh search, which is a phenomenon of collaborative researching with a purpose of exposing personal information details of a target who has committed some misbehaviors, has been studied from the perspective of law, moral and sociology. There is a gap between the human flesh search and the quantitative research.In efforts to understand this problem, we employed neutralization theory, a theory prominent in criminology but not yet applied in the context of privacy leakage, and the big five personality theory, which came from the psychology, and the construct of privacy awareness. Choosing the human flesh search as a typical example of our research object, we proposed a research model to test the influence factors of the intention to leak other’ privacy under the Internet. Using data from a sample of327valid questionnaires, the relevance of the model was tested via SmartPLS2.0.The findings of this paper are as follows. First, the techniques associated with denial of responsibility, denial of victim, and avoidance of greater harm positively influenced the intention of leaking other’s privacy, but the denial of injury and appeal to higher loyalties had no significant effect on the intention. Second, the neurotic and openness people showed strong intention to leak other’s privacy. Third, enhancing personal privacy awareness could effectively weaken the intention to disclose the privacy of others. Our empirical results highlighted neutralization, personality and privacy awareness as important factors to take into account with regard to developing and implementing netizens’behavior policies.