个人信息回避行为的驱动因素研究

摘要

Exploring the motives of personal information avoidance cannot only provide some theoretical support for the social deep understanding of personal information avoidance behavior, but also provide some reference for optimizing the behavior of personal information avoidance in Internet+environment.By using NVivo 11 software, the paper analyzed the relevant literatures in the web of ScienceTMcore collection database, and combined the theory of risk and utility to study the traceability of personal information avoidance behavior.It found that negative emotions were the most important factors of personal information avoidance behavior.Cognitive dissonance, behavior cost and loss aversion were the main motivating factors.Optimism maintenance was the secondary motive factor.Information fatigue and information subjective norms were the general motivational factor.And it drew the corresponding inspiration of personal information avoidance behavior.%探究个人信息回避行为的驱动因素既能为社会深入理解个人信息回避行为提供一定理论支持,也能为优化互联网+环境下个人信息回避行为提供一定的参考.文章采用质性研究方法,借助 NVivo 11软件,分析Web of Science TM核心合集数据库中相关文献,结合风险与效用理论,对个人信息回避行为的驱动因素进行梳理.研究发现,负面情绪是个人信息回避行为的最主要驱动因素,认知冲突、行为成本和损失厌恶是主要驱动因素,维持乐观是次要驱动因素,信息疲劳和信息主观规范是一般驱动因素.据此得出相应启示.