网络隐私保护行为意向的影响因素研究

互联网的开放性使人们在享受网络带来的众多方便的同时,也使得个人信息安全面临着威胁.网络隐私保护问题逐渐成为人们关注的焦点.文章运用计划行为理论,对什么因素将影响互联网用户的网络隐私保护意识和隐私保护行为意向进行研究.通过204个样本数据的实证分析的结果显示,网络隐私重要性认知和隐私风险感知对网络隐私保护意识产生正向影响；网络隐私保护意识和隐私风险感知对隐私保护行为意向产生正向影响.

The Empirical Research on Influencing Factors of Network Privacy Protection Behavior Intention

Internet openness makes people’s privacies be attacked when they enjoy the convenience from the internet,so more and more scholars focus on the problems of network privacy protection.This paper investigates the factors which influ ence the behavior and intention of network privacy protection based on planned behavior theory.According to empirical analy sis of 204 sampling,it concludes that cognition of the importance of network privacy and privacy risk perception affect protec tion consciousness of network privacy positively,the protection consciousness of network privacy and privacy risk perception affect behavior intention positively.