关键词: APP使用场景, 隐私交换行为, 混合选择模型

Abstract: The rich functions of APP not only bring convenience to users’ lives, but also make many users face the risk of privacy leakage. The trade-off between functions and privacy is one of the most important and active issues in the field of user privacy behavior research. The introduction of psychological latent variables and usage scenario variables can take into account the influence of subjective and objective factors and improve the ability to explain and predict users’privacy exchange behavior. First, based on the CPM theory, psychological latent variables are proposed, and a MIMIC model is constructed. Next, the usage scenario variable of privacy exchange behavior is proposed based on TAM, and four usage scenarios are set. Finally, an integrated choice and latent variable (ICLV) model is established. The results show that usage scenarios have a significant impact on users’ privacy exchange behavior, and the influencing factors of users’privacy exchange behavior are different in different scenarios. Privacy-oriented users are less affected by scenario factors, and the probability of privacy exchange behavior in each scenario is low, while function-oriented users have a higher probability to exchange except the "free registration” scenario.

Key words: APP usage scenarios, privacy exchange behavior, integrated choice and latent variable model