A Study Of The Effects Of Privacy Calculus And Privacy Concerns On Willingness To Disclose Privacy

In the era of digital economy,personalized services supported by big data can improve user stickiness and enhance the competitiveness of enterprises.Although frequent privacy leaks have triggered users’ dissatisfaction and concern,a part of users who are worried about privacy security are still disclosing privacy information in exchange for services.As the research progresses,the contradiction between users’ privacy concerns and actual privacy disclosure behavior has received extensive attention from scholars,which is called the "privacy paradox".Recently,scholars have found that users with different levels of privacy concerns have different decision making outcomes in the face of privacy computing,and have proposed the hypothesis that privacy concerns may affect the privacy computing process.However,there are still few studies on the relationship between privacy concerns and privacy computing,and further research is needed on the relationship between the two and how it affects privacy disclosure.In this study,based on existing research results,we introduced brain imaging tools,designed a neuro-behavioral experiment,and openly recruited subjects to collect experimental data to investigate the relationship between privacy computing and privacy concerns and the effect of both on privacy disclosure intentions.The results found that(1)in the process of privacy computing: benefit perception determines the generation of privacy disclosure wil ingness,which affects users’ privacy disclosure wil ingness through the central channel and consumes a large amount of cognit ive resources;risk perception affects the generation of privacy disclosure wil ingness through the edge channel,and only when the benefit perception is high,risk perception has an impact on privacy disclosure wil ingness.(2)When the level of privacy concern is high,users devote higher cognitive and attentional resources to risk perception,which affects users’ recognition of benefit perception and thus privacy calculation,while it does not when the level of privacy concern is low.This study reveals the relationship between privacy concern and privacy computing,and discovers the paths through which privacy computing and privacy concern influence users’ privacy disclosure decisions,with the following implicatio ns :(1)The paths through which benefit perception and risk perception influence privacy disclosure intentions during privacy computing are discovered,and the role of both in decision making complements the gap in privacy computing theory regarding the paths of influence.(2)The pathway of privacy concern influencing privacy computation is discovered,which proves the correctness of previous hypotheses and provides new insights for privacy paradox research.(3)The feasibility of applying neuroscience tools to the field of privacy paradox research is demonstrated,providing a new research approach to the field of privacy paradox research.