消费者识别网络钓鱼欺诈的过度自信：紧迫性线索视觉显著性视角

Overconfidence in Consumers’ Detection of Phishing Fraud: From the Perspective of the Visual Saliency of Urgency Cues

摘要: 电子商务领域是发生网络钓鱼欺诈的重灾区。在邮件中设置紧迫性线索是网络钓鱼欺诈常用的欺骗手段，对消费者线上安全行为存在影响。作为影响消费者最终行为因素之一的过度自信是否受到网络钓鱼邮件中紧迫性线索特征的影响还不得而知。本研究结合S-O-R模型，探究紧迫性线索的视觉显著性对消费者过度自信的影响。研究设计电子邮件合法性判断任务并应用眼动追踪技术，将紧迫性线索视觉显著性分为高低两组，进行组间实验。研究结果表明，紧迫性线索的视觉显著性会显著降低消费者的过度自信水平，即对消费者的不安全行为起到了抑制作用；消费者对紧迫性线索的视觉注意在这种影响中起到了中介作用。本研究丰富了电子商务领域中信息安全的相关研究，对消费者及电商平台的网络钓鱼欺诈防御工作的进行具有重要意义。

Abstract: The e-commerce sector is a major hotspot for phishing. Creating a sense of urgency in emails is a common tactic used by phishing scammers, which significantly impacts consumers’ online security behaviors. As one of the factors influencing consumers’ final behavior, the effect of overconfidence, which is affected by characteristics of urgency cues in phishing emails remains unknown. This study combines the S-O-R model to investigate how the visual saliency of urgency cues affects consumers’ overconfidence. Researchers designed an email legitimacy judgment task and applied eye-tracking technology, dividing visual saliency of urgency cues into high and low visual saliency groups for an intergroup experiment. Research findings indicate that the visual saliency of urgency cues significantly reduces consumers’ overconfidence levels, thereby inhibiting unsafe consumer behaviors. Consumers’ visual attention to urgency cues mediates this effect. This study enriches the literature on information security in the e-commerce domain and holds significant implications for enhancing phishing defense efforts among consumers and e-commerce platforms.