摘要
现有研究依赖理性行为视角解释隐私信息披露行为，忽视了有限理性下隐私信息披露行为受社会比较的启发式影响。探究社会比较对隐私信息披露行为的影响机制具有重要意义。文章以社会比较理论和风险敏感性理论为基础，探讨朋辈比较对社交媒体用户隐私信息披露行为的作用机制。设计行为实验，招募200名大学生作为被试参与，评估朋辈比较对嫉妒、感知需求的主效应，嫉妒、感知需求在朋辈比较与隐私信息披露行为之间的中介效应。分析发现：（1）朋辈比较能诱发个体嫉妒情绪与感知需求的产生；嫉妒情绪会推动感知需求的增加。（2）嫉妒、感知需求在朋辈比较与隐私信息披露行为之间具有中介效应，感知需求在嫉妒与隐私信息披露行为之间发挥中介作用。
关键词： 社会比较；隐私信息披露行为；嫉妒；感知需求
Abstract
Existing studies rely on the rational behavior theory to explain privacy information disclosure behavior, ignoring the heuristic influence of social comparison on it. Therefore, it is of great significance to explore the mechanism of social comparison on privacy information disclosure behavior. Based on social comparison theory and risk sensitivity theory, this paper discusses the mechanism of upward social comparison on social media users' privacy information disclosure behavior. An experiment was designed to recruit 200 college students as subjects to evaluate the main effect, and the mediating effect of jealousy and perceived needs. It is found that: first,upward social comparison can induce individual jealousy and perceived needs; Jealousy will promote the increase of perceived needs. (2) Jealousy and perceived needs have a mediating effect between upward social comparison and privacy information disclosure behavior, and perceived needs plays a mediating role between jealousy and privacy information disclosure behavior.
Key words： social comparison; privacy information disclosure behavior; jealousy; perceived needs
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