移动购物用户信息披露意愿影响因素的实证研究——基于公平理论和理性行为理论视角

发布时间：2018-02-13 18:29

本文关键词： 移动用户个人信息信息披露意愿影响因素　出处：《情报理论与实践》2017年05期 　论文类型：期刊论文

【摘要】：[目的/意义]针对近年来愈发严重的隐私安全问题致使用户使用移动购物时不愿意披露个人信息或披露虚假的个人信息,探索影响移动购物用户披露个人信息的关键因素,为移动购物企业更好地获得用户个人信息提供一些理论指导与建议。[方法/过程]基于理性行为理论和公平理论,以用户的积极与消极态度为中介,构建了移动购物用户个人信息披露意愿的影响因素模型,并采用结构方程模型进行实证分析。[结果/结论]隐私担忧作为消极态度连同积极态度信任、感知愉悦对个人信息披露意愿均有显著影响,隐私政策对信任有显著的正影响,而激励政策、互动沟通对信任、感知愉悦均有显著的正影响。
[Abstract]:[purpose / significance] in view of the increasing privacy security problems in recent years, users are unwilling to disclose personal information or disclose false personal information when they use mobile shopping, and explore the key factors that affect the disclosure of personal information by mobile shopping users. To provide some theoretical guidance and advice for mobile shopping enterprises to obtain user's personal information better. [method / process] based on rational behavior theory and fair theory, it is mediated by the positive and negative attitudes of users. This paper constructs a model of influencing factors on the willingness of mobile shopping users to disclose their personal information, and adopts the structural equation model to make an empirical analysis. [results / conclusions] Privacy concerns are regarded as negative attitude and positive attitude trust. Perceived pleasure has a significant impact on personal willingness to disclose information, privacy policy has a significant positive impact on trust, while incentive policies, interactive communication on trust, perceived pleasure have significant positive effects.
【作者单位】：华中师范大学信息管理学院;
【基金】：国家社会科学基金重大项目“基于多维度聚合的网络资源知识发现研究”(项目编号:13&ZD183) 国家自然科学基金项目“移动商务环境中基于披露控制及其可感知性的隐私保护机制研究”(项目编号:71571082) 华中师范大学中央高校基本科研业务费项目“电子商务运作与服务中的决策模型与方法研究”(项目编号:CCNU14Z02016)的成果
【分类号】：F724.6;G203

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