技术特征视角下隐私反馈对移动商务用户行为意愿的影响:以心理舒适感为中介

The Effects of Privacy Feedback on Mobile Commerce User’s Behavior Intention from the Perspective of Technical Features: The Mediation of Psychological Comfort

移动商务环境中的隐私问题愈益严重和突出,引起了企业和用户的广泛关注,研究有效的隐私保护技术保护用户的个人隐私信息,对于移动商务的健康发展具有重要意义。隐私反馈作为一种隐私保护技术,缺乏对其技术特征的研究,因此,本文基于创新扩散理论和技术接受模型,从技术特征视角,以心理舒适感为中介,构建了隐私反馈对用户采纳移动商务意愿及披露个人信息意愿的影响机理模型。通过情景描述法,共收集362份有效问卷,并应用结构方程模型进行实证分析。研究结果表明:用户的心理舒适感对其行为意愿有显著的正向影响,隐私反馈的技术特征中,适用性、易用性及相对优势(信息有效性、及时性和交互性)对心理舒适感有直接或间接的正向影响,适用性和易用性对相对优势产生显著的正向影响,且适用性对易用性也有显著的正向影响。研究结论为移动服务商设计隐私反馈提供一些理论依据。

The privacy issues under the mobile commerce environment have become increasingly serious and outstanding, causing the extensive concerns of both enterprises and users. It is significant to explore effective privacy protection technologies to protect users’ personal privacy information, which is of great importance to the healthy development of mobile commerce. Privacy feedback is a privacy protection technology, but its technical features are rarely researched. Therefore, in this paper, based on the innovation diffusion theory and technology acceptance model, we build a model of the impacts of privacy feedback on users’ intention to adopt mobile commerce and disclose personal information from the perspective of technical features, with psychological comfort for mediation. Through a scenario method, we collect 362 valid questionnaires, and then use the structural equation model to conduct empirical analysis. The research results show that the users’ psychological comfort has significant positive influence on their behavior intention. The compatibility, ease of use and relative advantage of privacy feedback(information effectiveness, timeliness and interactivity) have direct or indirect positive effect on psychological comfort. Compatibility and ease of use have significant positive effects on relative advantage. And Compatibility also has significant positive effect on ease of use. The research conclusions provide some theoretical guidance for mobile service providers to design privacy feedback.