跨越所有权边界:心理所有权对隐私披露的双刃剑效应OA北大核心

Data is one of the critical factors for enterprises to grasp business opportunities and promote the development of Evergreen.In order to better depict user portraits and carry out personalized marketing,enterprises always strive to obtain user data.In business practice,companies have two classical strategies for acquiring user data.One is to let users perceive that their private information is valuable and then exchange privacy authorization in the form of compensation in a reciprocal way,which is called the"benefit exchange"strategy.The other is to let individuals perceive that they have control over privacy,which is called the"privacy control"strategy.Previous studies have broadly confirmed the positive role of the above strategies in promoting privacy disclosure.However,subsequent studies found that these two strategies may also generate different outcomes.For example,consumers will be less willing to disclose their private information after paying.Alternatively,the privacy disclosure rate will be reduced after users are provided with control.These results contradict previous studies. The current study proposes the double-edged sword effect of psychological ownership on privacy disclosure based on the theoretical perspective of both psychological ownership and social cognition theory.The current study indicates that the psychological ownership of privacy has different effects on privacy disclosure across different contexts.Specifically,in the context of"benefit exchange",increasing psychological ownership over personal data reduces privacy disclosure behavior.This effect can be explained by privacy calculation.In the"benefit exchange"situation,increasing psychological ownership over personal data increases the perception of privacy value,leading participants to perceive a higher feeling of loss when they share their information.Therefore,participants decreased the likelihood of privacy disclosure.While in the context of"privacy control,"increasing psychological ownership over personal data promotes privacy disclosure behavior.This effect arises from the following psychological response:psychological ownership increases the feeling of control over personal data,which satisfies individual control needs and increases privacy disclosure.Four hypotheses are developed as follows.H1 In the context of benefit exchange,increasing psychological ownership of privacy(vs.neutral condition)reduces privacy disclosure.H2 Perception of the value of privacy mediates the negative effect of psychological ownership of privacy on privacy disclosure in the context of benefit exchange.H3 In the context of privacy control,increasing psychological ownership of privacy(vs.neutral condition)promotes privacy disclosure.H4 Perception of the control of privacy mediates the positive effect of psychological ownership of privacy on privacy disclosure in the context of privacy control.Results of four lab studies support all of the four hypotheses.proposals. This study contributes several aspects as follows.First,to the best of our knowledge,the current study is one of the first to build a link between psychological ownership and privacy disclosure.Psychological ownership and privacy disclosure are two important research fields,respectively.In real life,users'natural cognition of psychological ownership of privacy and their behavior towards privacy disclosure initially reflect the relationship between the two fields.However,there is no clear link between these two fields.This study constructs the relationship between psychological ownership and privacy disclosure in order to provide insights on the conflict findings of the impact of both the benefit exchange strategy and privacy control strategy on privacy disclosure by previous studies. Second,this study demonstrates a double-edged sword effect of psychological ownership on privacy disclosure.That is,under different privacy disclosure contexts(benefit exchange vs.privacy control),psychological ownership has different effects on privacy disclosure.Specifically,in the benefit exchange context,increasing psychological ownership of privacy reduces privacy disclosure behavior,while in the privacy control context,increasing psychological ownership of privacy promotes privacy disclosure behavior. Third,this study reveals the parallel underlying mechanisms of psychological ownership on privacy disclosure.Specifically,in the benefit exchange context,users are primed to perceive that"privacy disclosure is about benefit exchange"and paid more attention to the value of privacy.At this time,increasing psychological ownership of privacy(vs.neutral condition)enhances individuals'perception of the value of privacy,thus reducing privacy disclosure.In the privacy control context,users are primed to perceive that"privacy disclosure is about privacy control"and users paid more attention to privacy control.At this time,increasing psychological ownership of privacy(vs.neutral condition)satisfies individuals'perception of privacy control,thus promoting privacy disclosure. This study also provides several management implications.First,this study answered the question of why users would adopt different privacy disclosure behaviors when facing different privacy policies,which provides guidance for companies to obtain user privacy authorization more effectively.Since the law doesn't point out the ownership of personal information,this study crosses over the private ownership in the real world and turns to explore the psychological ownership of privacy and reveals its double-edged sword effect on privacy disclosure,which provides new insights for companies to obtain user privacy authorization under the current law framework.