隐私偏好设置与隐私反馈对移动商务用户行为意愿影响及交互作用的实证研究

doi:10.16381/j.cnki.issn1003-207x.2018.08.017

摘要/Abstract

摘要： 随着互联网产业的快速发展，移动服务商能够更便捷地获取用户个人隐私信息，而对隐私信息保护又相对薄弱，从而导致用户越来越感知到个人隐私信息缺乏控制，也进一步影响着用户披露个人信息与使用移动商务的意愿，因而有必要探索新的隐私保护方法，并通过实证研究对其有效性进行验证。基于此，本文以公平理论、计划行为理论为基础，提出了面向移动商务环境的隐私偏好设置及隐私反馈，探究了其对移动商务用户披露个人信息与使用移动商务意愿（下简称行为意愿）的影响作用与机理，并采用PLS-SEM方法进行了实证研究。实证结果表明：所提出的隐私保护方法对用户感知的隐私控制（下简称感知控制）和行为意愿产生显著的直接正向影响，并通过感知控制间接正向影响用户的行为意愿，而隐私偏好设置和隐私反馈对用户行为意愿具有显著的负向交互作用，且隐私反馈对隐私偏好设置具有替代作用。

关键词: 移动商务, 隐私保护, 交互作用, 行为意愿

Abstract: With the development of internet industry, mobile service providers can easily obtain users' personal information, but privacy protections are relatively weak, leading to the lack of users' perceived privacy control, and further reducing their intention of information disclosure and mobile commerce usage.Thus, it is necessary to explore new privacy protection methods, and evaluate their effectiveness through empirical research.
In this paper, based on the justice theory and the theory of planned behavior, privacy preference setting and privacy feedback in the mobile commerce environment are proposed. To explore their affection to mobile users' intention to disclose personal information and use mobile commerce (referred to as behavior intention), the structure equation model was developed, in which we not only concentrated on our privacy protection methods'direct and indirect effects on mobile users' behavior intention, but also explored their interaction effects to mobile users'perceived control and behavior intention. 172 valid data are collected by conducting 2*2 full factorial experiments, and the data are analyzed using SPSS 21.0 and Smartpls 3.2.4.
The results show that our proposed privacy protection approaches have direct positive impacts on both users' perceived privacy control (referred to as perceived control) and behavioral intentions, and also indirectly influence users' behavior intentions through perceived control. Furthermore,privacy preferencesetting and privacy feedback have a significant negative interaction effect on users' behavior intentions, and privacy feedback has a substitution effecton privacy preference setting.Our research not only has some implications for future research in this field, but also provides some suggestions and guidance for mobile commerce service providers and developers to design effective privacy protection methods.

Key words: mobile commerce, privacy protection, interaction effect, behavior intention

中图分类号:

C931

刘百灵, 杨世龙, 李延晖. 隐私偏好设置与隐私反馈对移动商务用户行为意愿影响及交互作用的实证研究[J]. 中国管理科学, 2018, 26(8): 164-178.

LIU Bai-ling, YANG Shi-long, LI Yan-hui. An Empirical Study on Effects of Privacy Setting and Feedback on Mobile Commerce Users' Behavior Intentions[J]. Chinese Journal of Management Science, 2018, 26(8): 164-178.

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