Abstract:

The emerging incidents of human flesh search threatened personal privacy. Privacy leakage in the process of human flesh search has become an important factor that inhibits the development of the Internet. Using a 2×2×2 multi-factor mixed control experiments， how decision contexts， for example herd behaviors and network anonymity， influence the relationship between the intention and the actual behaviors of disclosing others’ privacy is examined. It is found that privacy leakage intention positively predicts corresponding behaviors. Herd behaviors strengthens the relationship between privacy leakage intention and corresponding behavior， while network anonymity weakens that relationship. As network anonymity increases， the relationship between privacy leakage intention and corresponding behavior turns to negative. Theory is enriched by clarifying the motivations and decision mechanism of disclosing others’ privacy. Operable suggestions for both the government and Internet firms are offered to attenuate the motivations and actual behaviors of disclosing others’ privacy.

Key words: disclosing others’ privacy, human flesh search, herd behavior, network anonymity, control experiments