Making privacy personal: Profiling social network users to inform privacy education and nudging.
Int. J. Hum.-Comput. Stud.(2017)
摘要
Social Network Sites (SNSs) offer a plethora of privacy controls, but users rarely exploit all of these mechanisms, nor do they do so in the same manner. We demonstrate that SNS users instead adhere to one of a small set of distinct privacy management strategies that are partially related to their level of privacy feature awareness. Using advanced Factor Analysis methods on the self-reported privacy behaviors and feature awareness of 308 Facebook users, we extrapolate six distinct privacy management strategies, including: Privacy Maximizers, Selective Sharers, Privacy Balancers, Self-Censors, Time Savers/Consumers, and Privacy Minimalists and six classes of privacy proficiency based on feature awareness, ranging from Novices to Experts. We then cluster users on these dimensions to form six distinct behavioral profiles of privacy management strategies and six awareness profiles for privacy proficiency. We further analyze these privacy profiles to suggest opportunities for training and education, interface redesign, and new approaches for personalized privacy recommendations. We show that Facebook users' privacy behaviors and awareness are multi-dimensional.Feature awareness is a significant predictor of Facebook users' privacy behaviors.Six unique user profiles emerged to reveal different privacy management strategies.Six privacy proficiency profiles emerged from the dimensions of feature awareness.The privacy profiles can be used to personalize user education and nudging.
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关键词
Social Network Sites,Privacy,Feature awareness,Understanding users,Personalization,Mixture Factor Analysis
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