Influence Of The Privacy Permission Clue Combination On Authorized Decision-making Of Recommended Users

In the era of big data,application platforms should acquire user data to provide personalized services with improved quality and feedback,but the frequent occurrence of privacy leakage events has gradually aggravated the contradiction between users' privacy decision-making and personalized recommendation system.This has led to the emergence of “privacy paradox”.Though current scholars have paid increasing attention to the field of user privacy,and explained this phenomenon from the perspective of privacy computing and explaining level,the limitation of methods has restricted a majority of research efforts to a theoretical exploration of users' explicit behaviors,resulting in a lack of in-depth examination of individuals' implicit cognitive processing.The concept of privacy willingness and behavior is usually confused with each other,the willingness has a potential influence on the behavior but the former might not necessarily cause the corresponding behavioral outcome.This has caused the deviation of the research conclusions obtained by defining the user privacy and behavior based on the questionnaire and scale.On the other hand,the widely-acknowledged privacy computing theory thinks that the privacy decision-making is a trade-off outcome based on the cost and the efficacy,whose computing model is highly generalized,and which lacks a clear computing path.Besides,its timely response is hardly found with a highly cognitive computing process.Because of all this,the explaining level of the privacy computing theory is limited.At the same time,most research focuses on privacy disclosure willingness,behavior and other result variables.Little research attention has been paid to adopting privacy authorization closely related to the user privacy control perception,and authorization clue characteristics as the primary step and antecedent variables for information disclosure.On that basis,this paper puts forward the following core research question: How does the clue combination of privacy right cause the inconsistency between individuals' attitude and behavior towards privacy through influencing recommended users' authorization decision-making.To answer the above core research question,this paper simulates the privacy authorization scenario on the personalized application scenario.Based on the cognition matching theory and the clue consistency theory,adopting the method of event-related potential,and proceeding from the perspective of “cognition style,scenario clue,information processing,behavioral decision-making”,this paper progressively designs two experiments through characteristic division and clue combination according to the permission sensitivity,authorization transparency and platform familiarity which most commonly involved in the real-world authorization scenarios.Experiment 1 adopts “2 cognition style × 2 sensitivity× 2 transparency” to preliminarily verify individuals' tendency towards selective decision-making through clue matching by their cognition ability.Experiment 2 changes the type of marginal clue on the basis of Experiment 1,adopts “2 cognition style × 2 sensitivity × 2 familiarity” to further verify that individuals have cognition matching and selective tendency in the face of the issue of privacy,and to compare the cognition processing and degree of dependence of users' decision-making on different heuristic clues.Combining the behavioral and ERP data,four research conclusions are reached.First,the authorization transparency and platform familiarity can positively promote users' privacy authorization decision-making,the effect of permission sensitivity is negative,and the interaction of clue combinations can support the application of the clue consistency theory to individuals' information processing process.Second,individuals' privacy authorization decision-making is subject to the influence of the matching effect between the scenario clue combination and cognition style.Third,compared with the privacy computing theory,cognition fit theory is more applicable to explaining the paradox upon individual privacy authorization.Fourth,the decision-making time involving privacy authorization is not positively correlated with the valence consistency of the clue combination.The results support the theory of clue consistency about application of the individual attention distribution and negativity domination to the research scenario of this paper.