风险态度和隐私保护对消费者共享数据行为影响的机制研究
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作者单位:

1.深圳信息职业技术学院管理学院;2.西安工程大学管理学院;3.四川大学商学院

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中图分类号:

F49

基金项目:

国家社科基金(20BGL054);陕西省社会科学界联合会专项项目(20YJ-6)


Investigating the impact of risk attitude and privacy protection on consumers' data sharing behavior
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Affiliation:

1.School of Management,Shenzhen Institute of Information Technology;2.Management School,Xi’an Polytechnic University,Xi’an;3.Business School,Sichuan University

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    摘要:

    促进大数据共享是发展和繁荣共享经济的关键所在,研究数据共享的影响机制具有重要的现实意义. 本文基于消费者的风险态度和企业的隐私保护方式,构建了企业和消费者的数据共享博弈模型,分析了影响数据共享行为的作用机制,并给出了具体的政策建议. 研究主要发现:(1) 偏好风险的消费者数据共享行为主要受数据泄露损失和数据保护成本差异等因素影响;(2) 厌恶风险的消费者其风险厌恶程度与数据共享的博弈结果高度相关,对于中等程度的风险厌恶者,当数据泄露损失大于其高与低隐私数据保护的成本之差时,存在双重均衡策略;(3) 当偏好风险的消费者占比高时,风险厌恶者使用高质量数据共享的行为会增多,而企业则会减少对消费者的高隐私保护行为.

    Abstract:

    Promoting the sharing of big data is the key to development and prosperity of the sharing economy, and it is of great practical significance to study the influence mechanism of data sharing. Based on consumers' risk attitudes and corporate privacy protection methods, this paper constructs a game model of data sharing between enterprises and consumers, in which the mechanism that affects data sharing behavior is analyzed and specific policies are recommended. The main findings of this paper are: (1) the risk-biased consumers’ data sharing behavior is mainly affected by factors such as data leakage losses and data protection cost differences. (2) The risk aversion of risk-averse consumers is highly correlated with the game results of data sharing. For the consumers who have a moderate level of risk aversion, there are dual equilibria when the loss caused by data leakage is greater than the difference between the cost of high and low privacy data protection. (3) When the proportion of risk-biased consumers is high, the behavior of risk-averse consumers to use the high quality of sharing data will be increased, while the enterprises will reduce the high-quality protection behavior on protecting consumers' privacy.

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引用本文格式: 秦军昌,王渊,董玉成. 风险态度和隐私保护对消费者共享数据行为影响的机制研究[J]. 四川大学学报: 自然科学版, 2021, 58: 067002.

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  • 收稿日期:2021-05-13
  • 最后修改日期:2021-08-21
  • 录用日期:2021-09-08
  • 在线发布日期: 2021-12-10
  • 出版日期: