提出8种更精细的隐私人格类型,帮助精准设计隐私保护方案。
Identifying Privacy Personas
- 结合定性与定量分析,用聚类和统计检验构建用户隐私人格
- 新距离度量方法区分封闭与开放问题,提升人格刻画精度
- 相比现有研究更细致全面,适合个性化隐私教育与工具设计
隐私人格反映了用户在隐私认知、行为模式、自我效能感及隐私重要性感知等方面的差异。建模这些差异对于制定个性化隐私沟通策略(如提升隐私素养)和设计合适的隐私增强技术(PETs)至关重要。现有研究中的隐私人格常将具有显著差异的用户归为一类,如对控制感或使用PET动机的不同。为解决这一粒度不足与覆盖不全的问题,本文通过交互式教育问卷的定性与定量分析,提出8种隐私人格。设计了一套分析流程,采用分裂式层次聚类与Boschloo比例同质性检验,确保各人格在统计上显著不同。此外,提出一种新型响应距离计算方法,考虑问题类型(封闭式与开放式)对特征提取的影响。结果表明,所提人格在统计上相互区分,并经验证优于文献中的人格模型,提供了更精细、更全面的用户分群,有助于更好满足用户的隐私需求。
原文摘要 · Abstract (English)
Privacy personas capture the differences in user segments with respect to one's knowledge, behavioural patterns, level of self-efficacy, and perception of the importance of privacy protection. Modelling these differences is essential for appropriately choosing personalised communication about privacy (e.g. to increase literacy) and for defining suitable choices for privacy enhancing technologies (PETs). While various privacy personas have been derived in the literature, they group together people who differ from each other in terms of important attributes such as perceived or desired level of control, and motivation to use PET. To address this lack of granularity and comprehensiveness in describing personas, we propose eight personas that we derive by combining qualitative and quantitative analysis of the responses to an interactive educational questionnaire. We design an analysis pipeline that uses divisive hierarchical clustering and Boschloo's statistical test of homogeneity of proportions to ensure that the elicited clusters differ from each other based on a statistical measure. Additionally, we propose a new measure for calculating distances between questionnaire responses, that accounts for the type of the question (closed- vs open-ended) used to derive traits. We show that the proposed privacy personas statistically differ from each other. We statistically validate the proposed personas and also compare them with personas in the literature, showing that they provide a more granular and comprehensive understanding of user segments, which will allow to better assist users with their privacy needs.
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