网络新媒介时代,人们如何认知自己的隐私?本文以大学生为研究对象,根据《上 海市大学生网络使用状况调查》数据,探讨中国网民网络信息隐私认知的现状,并综合 运用了保护动机理论和社会契约论考察网络风险感知、网络利益感知等相关因素对网络 信息隐私认知的影响。研究发现,当前上海大学生的网络信息隐私认知,呈现以个人信 息为核心,其次是社会关系等的“差序格局”式的现状;在个人信息中,又以银行卡号 最为重要,说明安全是人们考虑隐私问题的核心;同时,上海大学生的网络利益感知高 于网络风险感知,网络利益感知对网络隐私信息认知产生更大的影响;在风险感知接近 的情况下,利益感越高他们越愿意让渡自己的个人隐私;研究需更科学地界定和测量网 络信息隐私认知这一概念,引入“信任”等认知心理因素来进一步检测影响网络信息隐 私认知的相关影响因素。

This paper explored the internet information privacy cognition of Shanghai college students. The study found that personal information was the core of the Shanghai college students’ internet information privacy cognition, followed by the status quo of social relations "structure" type; bank card number was in the core of personal information. This showed that safety was most important in people internet information privacy cognition. The internet benefits perception of Shanghai college students is higher than the internet risk perception, of having a greater impact on the cognitive internet privacy information; in the case of risk perception approaching, the more they feel the higher benefits willing transferring their personal privacy. In further study, we need more scientific research on defining and measuring the concept of network information privacy awareness. Furthermore we should introduce "trust" and other psychological factors to internet information privacy awareness.