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Chinese Journal of Management Science

Chinese Journal of Management Science >

2018 , Vol. 26 >Issue 8: 164 - 178

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

Articles

An Empirical Study on Effects of Privacy Setting and Feedback on Mobile Commerce Users' Behavior Intentions

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  • School of Information Management, Central China Normal University, Wuhan 430079, China

Received date: 2016-10-28

  Revised date: 2017-09-04

  Online published: 2018-10-22

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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

Cite this article

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

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