“明知而故犯”，还是“及时止损”？ ——考虑责任式创新的人脸识别技术公众接受度研究

“Knowingly Violate” or “Timely Stop”? The Public Acceptance of Face Recognition Technology Considering Responsible Innovation

摘要:

公众接受度对于人脸识别技术发展具有重要影响,但目前关于人脸识别公众接受度的研究还比较匮乏。基于社会交换理论和责任式创新评估准则,从感知收益和感知风险的行为决策权衡角度构建影响公众使用人脸识别意愿的认知过程模型,并通过结构方程模型进行实证检验。结果表明:感知收益和道德伦理显著影响公众使用意愿,但面对感知风险,存在一种“明知而故犯” 的现象,并不会因为感知风险较高而“ 及时止损” ;以往隐私侵犯经历、信息敏感度和负面新闻会增加感知风险,但无法抵消人脸识别带来的收益;人脸识别方便性能够显著提高感知收益,却无法使公众忽视隐私泄露等风险;人脸识别相关知识和安全性与感知收益和感知风险分别呈正相关和负相关。本文研究有助于深入了解公众对于人脸识别技术的关注点和需求,为优化技术开发和市场推广策略提供指导。

Abstract:

Public acceptance has an important impact on the development of face recognition technology, but there is still a lack of research on the public acceptance of face recognition. A cognitive process model was constructed based on social exchange theory and responsible innovation evaluation criteria. The model examines the behavioral decision-making balance between perceived benefits and perceived risks to determine usage intention for face recognition technology. The structural equation model was used for empirical testing. The results indicate that perceived benefits and moral ethics significantly affect the public’ s usage intention. However, in the face of the perceived risks, a phenomenon of “ knowingly violate” rather than “ timely stop” is observed. Previous privacy invasion experience, information sensitivity and negative news are found to increase perceived risks, though they do not outweigh the benefits of face recognition. Face recognition convenience is shown to enhance perceived benefits, yet it does not lead to the disregard of privacy leakage risks. Knowledge and security related to face recognition is positively and negatively correlated with perceived benefit and perceived risk, respectively. The findings contributes to a deeper understanding of the public concerns and needs for facial recognition technology, providing guidance for optimizing technology development and market promotion strategies