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数据分析与知识发现  2019, Vol. 3 Issue (5): 93-106    DOI: 10.11925/infotech.2096-3467.2018.0844
  研究论文 本期目录 | 过刊浏览 | 高级检索 |
隐私忧虑背景下的移动医疗APP使用意愿研究*——基于三方博弈的视角
朱光1,2(),刘虎1,杜欣蒙1
1(南京信息工程大学管理工程学院 南京 210044)
2(南京信息工程大学中国制造业发展研究院 南京 210044)
Health APPs and Privacy Concerns: A Three-Entities Game-theoretic Approach
Guang Zhu1,2(),Hu Liu1,Xinmeng Du1
1(School of Management Science and Engineering, Nanjing University of Information Science and Technology, Nanjing 210044, China)
2(China Institute of Manufacturing Development, Nanjing University of Information Science and Technology, Nanjing 210044, China)
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摘要 

【目的】从隐私泄露和隐私保护角度, 研究隐私忧虑背景下的移动医疗APP使用意愿问题, 分析不同主体行为间的相互影响, 提升移动医疗APP的隐私保护水平和患者使用意愿。【方法】运用演化博弈理论, 设计由患者、移动医疗APP服务商和政府组成的博弈主体, 讨论其在移动医疗APP使用过程中的博弈行为。根据不同行为策略的收益、成本和损失, 计算博弈三方的支付矩阵, 分析演化稳定策略, 并探究不同因素对演化稳定策略的影响。【结果】患者的移动医疗APP使用意愿与APP服务收益、隐私泄露损失和概率密切相关, 政府监管措施对其无显著影响; 移动医疗APP服务商的隐私保护行为与患者使用意愿、政府监管、投入成本、隐私泄露损失等因素密切相关; 政府监管行为与投入成本、社会公信力等因素密切相关。【局限】未能设计非线性收益函数; 未能考虑其他影响演化稳定策略的因素, 如监管成功率、广告因素等。【结论】通过分析不同因素对移动医疗APP使用意愿、移动医疗隐私投入和隐私监管的影响, 能够促进移动医疗服务水平的发展和提高。

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朱光
刘虎
杜欣蒙
关键词 隐私忧虑移动医疗APP使用意愿监管演化博弈    
Abstract

[Objective] This paper studies the usage intention of mobile health APPs (mHealth) and privacy concerns. It analyzes the interferences among various entity behaviors, aiming to improve mHealth privacy protection and increase APP usage. [Methods] Using evolutionary game theory, we proposed a model to examine the patient behaviors, mHealth APP providers and government regulations. Then we analyzed the benefits, costs and loss of different behaviors to establish the payoff matrices and evolutionarily stable strategies (ESSs). Finally, we discussed the impacts of different factors on patient behaviors. [Results] The usage intention of mHealth APP was correlated with benefits from mHealth service and probability of privacy leaking. However, the government’s regulation has few impacts on patient’s behaviors. Investments of mHealth service providers in privacy was correlated with APP usage intention, government regulations, costs and privacy loss, etc. Government regulations were correlated with costs and social credibility. [Limitations] We did not include the nonlinear benefit function in this study. Other factors, such as success rate of regulation and advertisement effects should also be examined. [Conclusions] This study promotes the development of mHealth service by analyzing the impacts of various factors on APP usage privacy protection and government regulation.

Key wordsPrivacy Concern    mHealth APP    Usage Intention    Regulation    Evolutionary Game
收稿日期: 2018-07-29     
基金资助:*本文系国家自然科学基金项目“信息生命周期视角下的大数据隐私风险评估和溯源问责机制研究”(项目编号: 71503133)、国家社会科学基金重大项目“中国社会应急救援服务体系建设研究”(项目编号: 16ZDA054)和江苏省大学生创新重点项目“基于隐私视角的移动医疗服务采纳意愿研究”(项目编号: 201810300026Z)的研究成果之一
引用本文:   
朱光,刘虎,杜欣蒙. 隐私忧虑背景下的移动医疗APP使用意愿研究*——基于三方博弈的视角[J]. 数据分析与知识发现, 2019, 3(5): 93-106.
Guang Zhu,Hu Liu,Xinmeng Du. Health APPs and Privacy Concerns: A Three-Entities Game-theoretic Approach. Data Analysis and Knowledge Discovery, DOI:10.11925/infotech.2096-3467.2018.0844.
链接本文:  
http://manu44.magtech.com.cn/Jwk_infotech_wk3/CN/10.11925/infotech.2096-3467.2018.0844
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