Research On The Influence Of Moral Foundations On Privacy Concerns From The Perspective Of Digital Technology

Digital technologies such as internet,big data,cloud computing,internet of things,blockchain and artificial intelligence are penetrating into all aspects of economic and social life.While being fast,it is also collecting personal data and information unknowingly.In recent years,the topic of privacy disclosure has become a hot topic.Worrying issues such as privacy ethics and data security have entered people’s field of vision.These issues have aroused widespread discussion in society.In these discussions,moral foundations influence people’s moral judgments and opinions.Therefore,it is of great significance to study public privacy concerns and how moral foundations affect privacy concerns.The research results are conducive to meet the personalized privacy need of users and conduct targeted privacy governance.In the first part,privacy and digital technology related views on Zhihu and Weibo are crawled.After constructing a text network through dependency syntax,we use the combination of "TextRank network analysis+Word Frequency Statistics+Shortest Path Method" to extract keywords.Then,we use K-means Clustering to extract the dimension of privacy concerns from the perspective of digital technology.We compare the results with Mobile App Personal Information Privacy Concern Dimensions(2013),and analyze the differences between them.Also,we compare the results of privacy scope with the definition of privacy scope(2015)by Chinese internet users,and see changes between them.In the second part,we use the Word Count Method to calculate the scores of users’ moral foundations from the historical Q&A data of Zhihu.Finally,we use Logistic Regression to analyze the impact of moral foundations on privacy concerns.The conclusions are as follows:(1)From the perspective of digital technology,there are 15 dimensions of privacy concern,which are the purpose of data use,data use method,data collection,data storage,authorization and permission,privacy disclose,trade-offs,privacy claims,technical and algorithm issues,technological progress,rights and interests,privacy awareness and attitudes,ethical issues,privacy protection,privacy regulation.Comparing these results with Mobile App Personal Information Privacy Concern Dimensions(2013),the dimension of "error" is missing.But there are four issues arising from the development of technology,namely,trade-offs,technical and algorithm issues,technological progress,and ethical issues.(2)The scope of privacy at this stage includes biological information,internal behavior habits,and external affiliated information.Compared with the definition of privacy by Chinese internet users(2015),there are two more categories of biological information and internal behavior habits,and more external affiliated information is collected.(3)Except for M5(purity/sanctity),People with high scores on binding foundations are more likely to be concerned about privacy issues.Among them,the change of M4(authority/subversion)has the greatest impact on whether to pay attention to privacy issues.The higher the M4,the more likely it is to be concerned about all privacy issues except for the three dimensions of technical and algorithm issues,privacy awareness and attitudes and ethical issues.This reflects the public’s dissatisfaction with privacy disclose and their desire for governments and authorities to strengthen the protection of personal privacy.