自我效能感的"代价":智能媒体用户隐私保护行为悖论研究OA北大核心CHSSCDCSSCICSTPCD

[Purpose/Significance]The study aims to investigate the mechanisms of the privacy paradox and the differences in privacy protective behavior among individuals.The findings would offer theoretical references contributing to the advancement of platform privacy management.[Method/Process]Based on the Promotion Motivation Theory(PMT),this study introduced privacy protection fatigue as a mediator and self-efficacy as a moderator,and initiated a large online survey in 16 cities across China(N=4 800).[Result/Conclusion]The results reveal that privacy protection fatigue nega-tively mediates the positive relationship between privacy invasion experience and privacy protection intention.Additionally,self efficacy has a positive moderating effect(weakening effect)on the inverted U-shaped relationship between privacy in-vasion experience and privacy protection fatigue.Meanwhile,self efficacy also has a negative moderating effect(weakening effect)on the positive relationship between privacy invasion experience and privacy protection intention.